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Connecting SaaS platforms to increase customer engagement through a Single Customer View

It is often the case that organisations already have the technologies in place to be able to do what is needed.

The challenge

Northern and Shell (N&S) is a media group which owns and publishes various popular media titles including The Daily Express and OK! Magazine. Despite having the right technologies in place, the realisation that its customers were becoming disengaged with its marketing campaigns encouraged department heads to work together to invest in further developing its CRM systems.

N&S wanted minimal disruption to the current workflow while maximising the technologies they already had. The goal was to enhance customer experience, capture profile rich customer data and help increase the effectiveness of their marketing campaigns.

Northern and Shell Amido

The solution

N&S chose to work with Amido, who understand how multiple SaaS products work together. Amido implemented an Enterprise Service Bus (ESB) that pooled the disparate sources of digital marketing software together to enable cross-platform communication. This avoided deployment of new platforms and provided a clear view of the customer by collecting real-time data from website interactions and updating profiles.

To further enhance customer information, N&S wanted to introduce a social media log-in profile option to pull in real-time, rich data to customise its marketing campaigns (on and offline), monitor competitions entered and provide more targeted advertising and content that compelled the reader. In addition, by introducing the cookie element into its technology platform through the implementation of Krux, N&S is now able to understand its customers’ interests outside its own website, which enhances user profiles and assists with audience segmentation.

The benefits

  • Increase in marketing effectiveness

    35% increase in email open rate following the implementation

  • Increase in customer engagement

    N&S saw a 500% spike in user opt-in from its marketing campaigns

  • No disruption to business as usual

    The project was completed in six months with no significant distraction to the day-to-day running of the organisation.

To download the full case study, please click here.

Northern and Shell

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