Find out how Melbourne Racing Club leveraged Dynamics 365 to unify customer, events, ticketing and retail data to drive member and customer acquisition and retention through personalised and targeted marketing campaigns.

1. Melbourne Racing Club
& Microsoft Dynamics
29th March 2017

2. Agenda
• Background
• Approach
• Technology
• Development
• Measures of success
• Lessons learned

3. The Business Challenge
• Disparate systems for the tracking of management of member and
non member related activity across a number of platforms;
• Ticketing & Attendance
• Entry Control
• Point of Sale
• Communications
• Poorly implemented marketing automation tool
• Transform a largely non digital business to digital
• Data driven decision making

4. Core Aim: Delivering a consolidated view of our members and a place to capture phantoms
Highly targeted email
Transition from sending generic emails to all members to sending
personalised, and relevant email only when we need to (reduce
spamming members)
Driving event attendance
By building up a database of GA ticket purchasers and tracking
event history we can drive the right customers to the right events.
Member optimisation
Drive incremental revenue and change customer spend and churn behavior.
eg we will be able to identify “high-spend” or “high risk of churn” members
and preemptively communicate with them to change their behaviour.
Email
Events
Loyalty
In-venue communications
Sending personalized and valuable offers to members as they enter
our venues eg dining offers when we have capacity.
SMS
Members activity
EBMS Rich information about members, prospects,
loyalty and attendance activity.
GA Ticketing
Tickets Contact details for general admission ticket
purchasers via the new MRC ticketing platform
Spending habits
POS Spending habits for loyalty customers and
members, brand preferences etc
Entry control
VAST Track when members and ticket holders
actually attend, understand when they are in
our venues
Fractured customer
data sources
CRM Elite marketing
capability

5. Technology Challenges
• Traditional IT Team
• Limited or no development skills in house
• Low tech approach – “Old School”
• On premise
• Digitally Transform the business
• Innovate

6. Engagement & Business Support
• Executive Support & Buy in is key
• MRC executive team had completed the 2020 business strategy
• Just needed a IT slant and application to it

7. Approach
• Identified key products in the “sweet spot” of CRM
• Gartner Magic Quadrant
• Dynamics CRM, Salesforce Marketing Cloud
• Looked for vendors whom had strength in this space
• Developed an agile RFP process with strict governance and key specific
deliverables

8. Brief to vendors
• Open and transparent with key objectives & outcomes
• No skeletons or hidden agendas
• This is the key problem, help us on the journey
• Work hand in hand not alongside

9. RFP Process
• Vendors given specific detailed requirements;
• Interactive demonstrations
• Showcase or demonstrate what the solution would look like
• Vendors scored and systematically evaluated;
• Capability, historical achievements, partnership, pricing

10. Vendor Selection

11. High Level Technology Stack
VAST
EBMS
TASK POS
TICKETSAUCE
ADX STUDIO
@
Data Sources Segmentation Communication

12. Detailed Technology Stack
• Totally Cloud Hosted
• Dynamics CRM
• Azure for key servers for integrations (API)
• Logic Apps (Middleware)

13. Development Process
• Agile Methodology
• Don’t knock it until you’ve tried it !
• FAST ! Quick results
• Daily, Weekly Reporting
• Stand-ups, showcases & Town Halls !
• Accountability

14. Lessons Learned
• User Acceptance Testing
• Needs to be managed and owned at an executive level
• Follow the path – agile will guide you and expose issues before they
are major
• Showcase progress
• #squadgoals #teamgoals

15. Measures Of Success
• Set KPI’s for the ROI upfront
• Increases in active member communications
• More relevant emails / sms
• Decreased in wasted communications
• Increases in advanced purchases
• High penetration with member communications
• Real time communications
• SMS and Activations
• Detailed information about phantoms !

16. • Dynamics was “best fit” product for our specific needs based on a
couple of key factors;
• Total Cost Of Ownership
• Overall Technical Solution – as per the business challenge.
• Integrator & Vendor Support
• Product Roadmap
• In tune with with our business
Why Dynamics ?

17. Thank you.