Cutting Multi-Channel Marketing Costs by 48% Through Automation

How Arrk’s Implementation of Iterable enabled Client to save cross-channel marketing costs by 48% in 6 months Resulting in Increased digital marketing throughput and improved customer acquisition

Customer

Our customer is a UK-based closed member discount platform that helps UK students save money by providing discounts, exclusive offers, giveaways, money-saving advice, and more. Their performance-marketing platform connects millions of Gen-Z users with brands through discount offers and other promotions on a wide range of products, services, and events. The platform facilitates millions of B2C digital touchpoints every month.

Problem Statement

Our customer was using multiple systems and subscriptions as part of their digital consumer engagement strategy. These systems included both custom-designed solutions and subscribed platforms, such as:

Customer Data Platform
Data Management Platform
Data Warehousing
Digital Asset Management Platform
Campaign Management Platform
Communication Channels Platforms
E-Commerce Platform
Payment Gateways
Content Management Systems
Customer Support Systems
Affiliate Marketing Platforms
Web Analytical Tools

This resulted in user data being stored across several platforms, making it time-consuming for the marketing team to design, plan, and execute cross-channel marketing campaigns, service updates, and notifications to their million plus consumers/end-users. The process was chaotic, inefficient, and costly.

Data Warehouse & Iterable

High Volume End-User Communication

Multiple Communication Platforms

LLM and ChatGPT

Solution Development

Solution Identification

Arrk has vast experience in identifying and implementing MarTech solutions to improve digital engagement metrics, particularly in the B2C area. Arrk management recognised that this involved multi-phase, multi-function management activities before any technical implementation.

Arrk employed its proprietary aconsulting model, BenchmArrk™️, to assess cultural capabilities and digital transformation programs. The assessment outlined the following objectives:

1.Improve user experience for better utilisation of various functions within the MarTech ecosystems, contributing to greater GTM and engagement.

2.Create future AI-ready ecosystems.

3.Minimise data flow and data duplicity.

4.Retire as many systems as possible.

5.Achieve ROI with cost savings.

Following a thorough analysis, it was decided to implement a high-end MarTech solution, Iterable.

Solution Implementation

The implementation of Iterable was not just about configuration. The solution had to be implemented in a manner that ensured:

1.No disruption to existing digital engagement programmes.

2.No loss of data.

3.Minimal data flow across various MarTech ecosystems.

This involved extensive customised development and tweaks to existing software programmes. Identifying impact areas and their intricate relationships was challenging. Arrk developed customised versions of its proprietary EmbArrk™️ practices to iteratively identify logical impact areas and move on to the next EmbArrk™️ for other areas of the MarTech ecosystem.

Arrk designed, developed, and implemented an integration between the customer’s core systems/data warehouse and Iterable. This enabled the customer to transition to executing high-volume end-user communication in near real-time, coordinated and orchestrated over multiple digital channels, including web, mobile, email, and social media.

Requirement Collection

Structured Query Conversion

Data Repository Integration

Outcomes

Features Delivered

The features delivered to the customer’s marketing and customer success teams included:

Flexibility to design and curate campaigns based on flexible end-user segmentation, resulting in improved sales conversions and revenue.
Easier ways to create email templates, push/in-app, and web notifications.
Real-time capture of user data and user events for accurate reporting and end-user segmentation.
Creation of multiple inbuilt journeys in Iterable to send automated campaigns at a large scale.
Easy integration with the mobile app.

Outcome

Increased revenue.
Consolidation of several systems and services into Iterable, resulting in cost savings of approximately 48%.
Thousands of human work hours saved annually for the customer’s customer success team.
Better end-user segmentation, enabling more targeted communications at a large scale (thousands of tightly targeted campaigns sent at a time).
Reduced risk of data inaccuracy, customer complaints, and data breaches by avoiding the storage of user information on multiple platforms.