Brief
Samsung Australia sell a wide range of home electronics including smartphones, tablets, TVs and home appliances, and were looking to start their journey into data-driven customer loyalty to increase household brand penetration and revenue.
Solution
The first task was to consolidate customer data from different product silos and multiple data sources to create a single customer view. We appended external data and provided reporting and insights around the opportunity.
We then built a secure marketing data warehouse with automated updates, and integrated with on-premise marketing automation platform Adobe Campaign to facilitate targeted customer communications.
Initial activity included customer communications to launch the Galaxy S5, with content personalised based on one of fifteen customer segments.
