Marketing Automation for a Global Leader in Entertainment
Marketing Automation for a Global Leader in Entertainment
Revolutionizing Artist Development with Marketing Automation
The client is an American global entertainment company. The company promotes, operates, and manages ticket sales for live entertainment in the United States and internationally. By providing industry leading tools and infrastructure to employees, In-House Artist Project was created to provide support and develop emerging artists under their roof.
Challenges, Solutions, and Impact of the In-House Artist Project
- Obsolete Epiphany OMM software to carry out their marketing campaigns.
- Limited reach through social media.
- Low performing ETL jobs has created a latency in the execution of the campaign.
- Obsolete development tool chain(no version control, no CI/CD task, project management.
- Data has been fragmented through disparate systems, including R-Oracle and multiple data marts
- Replacement of the OMM epiphany by the Salesforce Marketing Cloud ( ExactTarget & Pardot).
- Revamping data architecture reducing number of data stores, MDMC.
- Introducing data streaming using Kafka, Hadoop & Teradata.
- Improving delivery tool chain using Git, Jenkins, Jira and Confluence.
- 70-99% Campaign success rate
- 25% Reduction in Operation costs
- Reduced latency between data generation to marketing campaign from 2 days to 1 hour.
- Unlocked potential of social outreach over Facebook, Instagram, Twitter.
- Improved accuracy of segmentation and targeting.
