Leveraging Big Data to Drive Next-Gen Marketing Capabilities
Challenge
A top 10 card issuer wanted to build new capabilities involving marketing intelligence, multi-channel attribution, media mix modeling, omnichannel marketing offers, and improved customer experience via big data.
Solution
Created a data-driven marketing environment to enable the organization to meets its marketing mission, which included:
Developing a detailed roadmap and identifying requirements for data, reporting, and analytics to help define a first-release, minimally viable product and providing the foundation for channel attribution and path analysis
Inventorying all available data in disparate operational systems and the data warehouse required for marketing
Identifying and prioritizing new data sources for integration
Creating a marketing data environment that integrated structured and semi-structured data in Hadoop and later in an AWS data lake environment
Prioritizing data sources to fill the data lake by analyzing data and acting as a product owner for multiple agile teams
Designing and architecting a marketing event stream that integrated and refined the data lake to create a repository for marketing data analysts to analyze and leverage all the marketing interactions performed from customers
Outcome
Improved performance and advanced marketing intelligence and analytics enabled the organization to:
Make use of data that was being captured in numerous systems (but often not integrated or available in a usable format to support marketing)
Create a foundational data structure framework to promote future growth and expansion of digital capabilities
Look at multi-channel attribution, media mix modeling, customer analytics, and statistical models
Allow the marketing data environment to support other marketing platforms, such as offer management and campaign automation
Use decision support models to deliver the right offer to the right person through the appropriate channel and context
Build more substantial alignment between departments and improve customer intelligence capabilities