Tabcorp has worked with Merkle to deliver over 900 campaigns that connect customers on touchpoints across channels with Adobe Campaign. Merkle aligned tracking and personalisation across mobile and web to give Tabcorp real-time insights into how customers are reacting to messaging, experiences, and marketing campaigns. Onboarding campaigns use this knowledge to deliver the right messaging at the right time and push new customers toward their first bet faster. Improving the customer journey decreased onboarding times from three weeks to just 48 hours. Next Best Offer, Retention, and Reactivation campaigns also work to keep customers engaged.
The two CRM solutions feed into Adobe Experience Platform—the first implementation of its kind outside of the United States—creating a single view of all customers. Customer behaviours are pulled together from web, mobile, and even in-store kiosks in Adobe Real-time Customer Data Platform to create a full view of customer behaviours. These real-time customer profiles help Tabcorp marketers use customer insights to serve up offers, features, and information to customers across more than 20 Tabcorp brands. The customer profiles feed into multiple channels, including website, mobile app, paid advertising, display, and social media, for more consistent personalisation experiences.
Merkle helped Tabcorp create numerous personalised experiences by targeting users based on customer attributes. By customising the NavBar on the website and mobile app and adding tiles corresponding to customers’ preferred bets, Tabcorp generated more than $8.4 million in incremental turnover. Another initiative generated targeted below-the-line offers seen by 70,000 users each week. Marketers assigned targeted offers based on customer attributes, representing a new way of presenting consistent, personalised messaging across website and mobile app to customers.
“Our partnership with TAB and subsequently, our collaborative approach to the Adobe implementation, inclusive of its design and function, has enabled the TAB team to onboard internal knowledge regarding best practice run and operate methods and requirements,” says Johan Borg, General Manager at Merkle Australia.
Marketers also work with Propensity Modeling powered by Adobe Sensei in Adobe Analytics to predict customer actions and send the right messaging at the right time. The “Saturday to Wednesday” campaign first looks at customers who are active on Saturdays, the busiest day of the week for Tabcorp. Using Look-Alike Modeling, Audience Manager identifies people who might also be likely to engage mid-week. Marketers can then send personalised messages depending on the expected level of engagement.
Previously marketers managed these types of campaigns manually. With no automated way of identifying audiences, the results were less personalised—resulting in generic offers—and more time-consuming, meaning that marketers sometimes missed their planned deadlines. Adobe Experience Cloud apps work together to deliver more accurate customer insights and automate campaigns for more timely personalisation. Over the course of a year, Tabcorp had more than 126 million customer engagements from personalised campaigns.
“Since implementing Adobe Experience Cloud apps, we’ve seen very strong year-over-year growth,” says Raimondi. “In one year, we saw more $100 million in incremental turnover, 15% digital customer growth, and more than 75% digital customer retention. Not only are the business results impressive, but we’ve empowered marketers to plan and run more innovative campaigns by relying on automation and strong analytic insights from Adobe Experience Cloud.”