Success Stories
Enterprise Marketing Management Solutions
Credit Union Utilizes Campaign Management and Predictive Modeling
Client
Based in Ogden, Utah, America First Credit Union (AFCU) was established in 1939 and is a member-owned, not-for-profit cooperative financial institution with assets of over $5.1 billion and over 530,000 members. Their mission is to provide superior quality personal financial services to its members and owners. AFCU has embraced technology to support its highly trained group of volunteers and staff.
Situation
AFCU wanted to broaden its Enterprise Marketing Strategy, allowing the organization to benefit from multi channel marketing, improved response tracking, reporting, and predictive modeling. Previously, AFCU did not have a defined marketing process. To satisfy the needs of different customer segments with targeted information, product offerings, and services it was vital for the organization to develop sophisticated targeting capabilities to make full use of its marketing budget.
AFCU needed an organized solution that could be easily integrated with its primary internal data sources and be utilized by the marketing team and at the same time reduce its reliance on internal IT resources. The main areas of functionality desired by AFCU were Campaign Management, Predictive Modeling, Response Tracking, and Reporting.
AFCU sought an experienced systems integration partner to analyze, design, develop and successfully implement an Enterprise Marketing Management (EMM) solution to meet its strategic business goals and organizational objectives.
Solution
RiverPoint Solutions Group, a business and IT consulting firm with experience applying the most effective tools, techniques and resources for every component of an EMM system, was selected by AFCU to implement the solution for Campaign Management, Predictive Modeling, Response Tracking, And Reporting and Analysis. Seeing that Unica® Corporation’s suite of software was the best option for AFCU, the RiverPoint team provided the project management, campaign management consulting, statistical expertise, and the technology and infrastructure support for implementing the Unica solution along with testing resources.
RiverPoint's project approach is executed in key phases and was developed from its proprietary project methodology that identifies the tasks, milestones, deliverables and roles ensuring on-time delivery for critical projects. Following is an overview of the key milestones of the implementation project phases:
Business Analysis
The first phase of the project established the EMM project's implementation scope and consulting project plan, including the identification of the critical processes of the system and review of AFCU's source system data and the underlying business-data relationships. Also key in this process was the development of a preliminary Predictive Model to identify members who were least likely to maintain their membership. This illustrated the power of predictive modeling in the identification of the best (and worst) prospects.
Professional Society Achieves High-Performance, Targeted Marketing
Infrastructure Analysis
The joint project team gathered information on the technical and marketing environment: the data assets, the quantity and complexity of envisioned marketing campaigns and marketing activity and reporting requirements.
Installation
During this phase, RiverPoint installed the Unica® software application to the AFCU hardware environment, mapped and pointed the EMM software to AFCU's data and set-up the end user access to the EMM software.
Design
The core AFCU users were trained on the Unica® Campaign, Customer Insight, Predictive Insight, and eMessage software while the RiverPoint team custom configured the Unica software and the supporting reporting environment. The joint project team designed the marketing campaigns, planned the different types of response analysis, developed custom reports, and tested email deliverability. Predictive Insight was used to develop predictive models of retention and cross sell opportunities. It was also used to explore the differences between segments.
Development
The project team developed actual campaigns and communications and executed them in a test environment. Activities included configuring security, setting up offers, strategic segments, derived fields and reusable campaign and offer templates.
Production Planning & Transition
RiverPoint successfully worked with AFCU's Marketing and IT areas to migrate the configured environment to production. In doing so it was necessary to coordinate closely with AFCU's IT area dues to the sensitive nature of their production data.
Custom response handling and reporting tools were created by RiverPoint to allow for multiple channels (mail versus call center) as well as multiple call centers.
Marketing Operational Support
RiverPoint Solutions Group also provides ongoing operation support to AFCU in designing new campaigns and configurations as the needs of AFCU evolve and expand. A growing reliance on email campaigns has contributed to this need.
Benefits
RiverPoint provided consulting services to meet AFCU's need to employ high quality technology solutions to enable its business to improve its revenue, response rates, and reporting. The benefits most useful to AFCU are:
• Multi-channel marketing with increased emphasis on email.
• Scientific and documented approach to campaign management.
• Predictive modeling for identifying best prospects and cross sell opportunities.
• Ad hoc reporting and data mining using Customer Insight.
RiverPoint's software implementation provides deeper customer insights and the proper toolset and expertise to execute large-scale personalized campaigns across multiple communication channels, allowing for analysis of performance, fine-tuning and modification of AFCU's marketing mix for maximum return on their marketing investment.efforts
Working with RiverPoint, AFCU was able to ensure the successful implementation of its EMM solution based on its unique needs and requirements to create a dynamic, growth oriented marketing program.
Environment
Unica Campaign
Cognos Reportnet
Unica eMessage
Unica Customer Insight
Unica Predictive Insight
