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Case Study:
Creating Continuous Marketing Capability through Automation
Company Background
Challenges Faced
Approach
In the rapidly changing and dynamic telecommunication industry, creating efficiency in the campaign
development process has always been a challenge. Constantly looking for opportunities to enhance
its marketing activities, Virgin Mobile sought to move away from manual campaign execution to a fully
automated environment. This would provide for a continuous marketing capability to enable marketing
campaigns to be implemented more quickly and efficiently.
Digital Alchemy developed a continuous marketing capability for Virgin Mobile enabling campaigns to
be automated and free up the internal resources to focus on customer marketing. To establish an initial
campaign capability, Digital Alchemy implemented a Quickstart project for Virgin Mobile. Virgin Mobile
has a number of initiatives required to address business critical challenges and future growth within its
customer base. Digital Alchemy will continue to lead Virgin Mobile in this journey today and beyond.
Virgin Mobile Australia is a leading
consumer-focused mobile and broadband
provider. Kicking off in October 2000
with a handful of staff and a whole lot of
ambition, Virgin Mobile immediately made
an impact with fresh, innovative products
and the trademark Virgin service. Some
things never change.
As of right now, Virgin Mobile Australia
can proudly boast of flagship retail outlets
across the country, 1000s of partner
outlets, fun-loving staff and over one
million awesome Members.
Results
Improved process efficiency allows the Virgin Mobile analysts to focus on customer selection and targeting rather than data
processing. More campaigns can be implemented in less time through automation capability.
Results
Pre Post
Campaign tool Cognos/ SQL Unica Campaign
Campaign Analyst 1 1
Number of campaigns built in last 12
months
20 100
Campaign build time* 10 hrs 5 hrs
Performance tuning and QA Difficult for reuse and QA by
others
Auditable, reusable templates, Unica
segments built for performance tuning
Process efficiency Manual Automated
*does not include briefing and creatives