GlowByte cut down expenses and increased marketing effectiveness of Дом.ru company

November 20, 2015. The Glowbyte Consulting company announced system implementation which will allow "Дом.ru" to connect communication channels and to automatically calculate efficiency of the waged campaigns.

Project Progress

The set-top box and mobile application were added to traditional communication channels – call center, the SMS gateway and e-mail –. Besides adjustment of capacity of the SMS channel was implemented. It will allow not to overload call center with the entering addresses after mailings.

Before implementation of IBM Campaign for marketing campaigns it was necessary to involve specialists of IT department in long and labor-intensive process of data sampling, and now data form business users independently in 30 minutes. The first marketing campaign was started in 3.5 months after the beginning of implementation (all the project lasted half a year). Now it was succeeded not only to count efficiency of marketing campaigns, but also to raise due to thinner segmentation of the customer base, so, to provide reduction of not productive contacts and decrease in total costs on communication. By 7 times time from the idea was reduced to start of a campaign.

Within the project the possibility of setup of contact policy – a rule set, regulating communications with the client through different communication links and in connection with different subjects was implemented.

Also use of IBM Campaign allowed to automate process of collecting of the operational and analytical reporting, to increase quality of collecting. Process of A/B of testing is automated that provided a possibility of efficiency analysis of marketing campaigns, representatives of the company integrator reported TAdviser.

Development Plans

A system will develop. Optimization of marketing campaigns which will allow to select the most effective offers for clients in the conditions of the limiting factors, such as capacity of channels or frequency of contacts will become the next step. Also development of functionality for work with clients in real time and selection of the best offer is planned at the entering address.

"It allows to avoid excess communication, to use the most relevant sales channels for each client, so, to increase his loyalty, - Andrey Chazov, the marketing director of "Дом.ru" comments on project deliverables. – Address campaigns for customer retention of holding are regularly started, the probability of secondary sales increases. All communication channels are controlled from "one window" now - labor costs on creation of campaigns decreased".

"We already happened to work with "Дом.ru", earlier we created for the company the system of predictive analytics based on IBM SPSS, - Vladimir Skudin, the chief executive, GlowByte Consulting tells. – Implementation of IBM Campaign allows to use results of work of this system fully. Use of advanced instruments of automation of marketing increases competitiveness of Дом.ru telecom operator and also promotes customer retention and increase in their satisfaction".