Debenhams
Debenhams had initially been quick out of the blocks implementing a Single Customer View database, and had also integrated it with a market-leading ESP. But since then, their customers' behaviour, the industry, and the marketplace had moved on.
The challenge
Business expectations had also moved on, in terms of the level of marketing automation that should be achieved, and the business intelligence that the marketing function should be able to provide. So what was once best practice was no longer fit for the business' purposes. And with various components now out of support and licences reaching expiry, it was also a burning platform.
They therefore needed a plan to migrate from their current marketing tech stack onto a new one with some added functionality, without of course impacting current operations. With various enterprise projects underway such as the migration of their infrastructure and the replacement of some operational platforms, as well as the creation of new customer propositions, this project was a bit like coming up with a plan to change a tyre whilst driving down the motorway.
How we helped
Following a Discovery phase that spanned 13 business areas, and over 60 stakeholders, we clarified the requirements, assessed both the people and technology capability, and then delivered a pragmatic and phased blueprint.
The results
The blueprint included not only the technology migration, but also how and by who that technology should be activated. Because as a wise woman* once said, successful technology projects aren't just about the successful delivery of the technology.
(*The Data Works Founder Rachel Mendoza)