Adobe Campaign integrates the customer loyalty database with Titan’s CRM, a master data management platform, and an in-house lifecycle management tool used to create propensity scores that identify customers who are likely to respond to each campaign. This integrated data creates a 360-degree view of customers that feeds into Campaign, allowing Vuppala and his team to create highly targeted campaigns.
For example, weddings are a very important part of Titan sales across all brands. Using the propensity modeling, Titan identifies potential wedding customers. But wedding culture is also extremely diverse across India, and different customers will prefer different messaging, styles, and timelines for their campaigns. Adobe Campaign combines customer and propensity data to select the best version of a wedding campaign for each customer.
“With our current solution, we have moved from a spray and pray approach to micro-level targeted, focused campaigns.” explains Vuppala. “With Adobe Campaign, we developed much more targeted use cases with relevant messages for our customers. As a result, our email open rates increased by 90%, and we converted 35% of dormant email targets to active email openers.
“With Adobe Campaign, we deployed 1,500+ email campaigns last year. These targeted, data-driven campaigns were highly successful, generating incremental revenue of more than $120 million USD. Adobe Campaign allows us to operate very efficiently, with the capability to quickly analyze performance and take immediate actions. As a result, we’re continuously improving engagement (and revenue) with millions of our customers.”