digital transformation

Digital Transformation in Marketing Operations

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Digital Transformation in Marketing Operations

Campaign Planning


Challenge

One of the nations largest cable providers was struggling with the absence of a standardized processes in direct mail campaign planning and execution. With Direct Mail efforts managed independently across various suppliers and disparate planning methods across divisions, the company faced challenges in cost management, resource utilization, and coordination across teams.

Solution

Transform a legacy process by developing a bespoke, modernized application centered on a customized campaign planning platform designed to streamline cross-channel marketing campaigns.

Approach

  • Process Analysis: Conducted a comprehensive assessment of existing processes to identify inefficiencies and areas for improvement.
  • Supplier Consolidation: Centralized Direct Mail suppliers to streamline operations and reduce costs.
  • Change Adoption: Phased approaches to minimize disruption and facilitate quick adoption.
  • Solution Delivery - Create an end-to-end Marketing application to support strategy, planning, execution, and reporting, with seamless integration capabilities.

Technology

  • Deployed in AWS

  • Latest technology; ASP.net Core, Angular, FastAPI, SQL RDS

  • Azure integration for Single Sign On (SSO)

  • Regionally diverse deployment utilizing OWASP security standards 

Detail

TKI was tasked to transforming and modernize a manual planning and fulfillment processes to access efficiency and agility. With Direct Mail efforts managed independently across over 200 local printers and disparate planning methods across divisions, our client faced challenges in cost management, resource utilization, and coordination across teams.

A comprehensive analysis was subsequently conducted, pinpointing critical workflows, gap identification and existing technology limitations.

In response, TKI designed and developed a cloud based custom planning and execution platform focused on automation, standardization and ease of use.

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Results

By embracing digital transformation, our client overcame its operational challenges, achieving greater efficiency, collaboration, and cost savings across its marketing ecosystem. The successful implementation of the campaign planning application underscores the importance of leveraging technology to drive organizational change and maintain a competitive edge in today's dynamic market landscape.

  • Centralized Planning Dashboard: Became the primary tool for planning and executing Direct Mail campaigns, handling millions of pieces monthly.
  • Enhanced Collaboration: Standardized reporting improved transparency across regions and divisions.
  • Accelerated time to market for marketing materials and assets by 50-75%
  • Increased production output and supported channels despite corporate staff reductions during the Covid pandemic.
  • Rapid Adoption: Achieved full adoption within six months, with intuitive features facilitating user engagement.
  • Streamlined Fulfillment: Consolidating suppliers led to cost reductions and faster delivery times for Direct Mail.