CRM

Data-driven optimization 

Situation

Microsoft ECC, a customer-centric direct marketing program is designed to provide Enterprise Customers with resources and guidance throughout the course of their three-year volume license agreement. 

Microsoft needed help designing the contact, content, segmentation, testing, and measurement plan to ensure satisfaction and drive retention in their customer base.  To make destination information easier to find and digest, we were also tasked with a complete website rewrite and redesign.

Solution

Collaborating with both Microsoft and agency data teams, a continuous test and learn plan was created with triggered emails and direct mail.  

Multi-level metrics were developed from traditional email click-throughs to more macro KPIs that tracked revenue.

Results

Within a year of testing, email unique open rates increased 20% and click-through-rates increased 55%. The website had increased visits by 17%, visit duration by 60%, repeat visit by 78%, and page views by 116%. 

The ECC program won a 2012 DMA and Pitney Bowes Personal Connections Echo Award.

My role: Two years of testing, segmentation, contact and content strategy, content matrix for website, collaboration with UX teams to audit and evaluate user flows, metric creation, analyses of data, optimization of emails.