Uralsib, together with GlowByte, migrated marketing campaigns to a new data store

2022: Migrating to another data mart

Uralsib"" together consulting with the company GlowByte completed a large-scale project transfer of marketing campaigns in a HCL CRM to Unica Campaign another showcase. data The need for migration arose due to the introduction in the new bank. data stores GlowByte announced this on October 13, 2022.

According to Igor Goncharov, head of the Uralsib Data Management Service, the old data store was imperfect, some of the information in it appeared with a delay of several days and contained doubles and errors. With the implementation of the storage, it became necessary to migrate existing campaigns to it.

An important feature of the project is the dynamism of the composition and logic of Uralsib's marketing campaigns. To ensure a quick response to business needs, the project changed both the list of campaigns required for migration and their business logic. This led to the need to quickly negotiate and make changes to the already rendered campaigns.

In addition, differences in the logic of campaigns configured on the old data mart and created on the selected display did not allow for a simple reconciliation of their results by the number of proposals and communications created. GlowByte specialists have developed individual approaches to campaign verification and quality assurance.

As a result of the project, specialists postponed 64 campaigns. In the process of redrawing, they were refactored, outdated logic was excluded, and a number of measures were taken to improve productivity, as a result of which the running time of campaigns was significantly reduced.

The project was a necessary step in the development of targeted marketing in the bank. This experience is especially interesting in the context of the need for many companies to migrate to new software products due to the departure of foreign vendors from the Russian market. Within the framework of this project, only another showcase was migrated, but the approaches to organizing work, quality control and risks are largely common for this class of tasks, "commented Artem Gasumyan, Head of Implementation and Development Practice at aCRM GlowByte.

Thanks to a detailed study of all the nuances, proactivity, established teamwork and a progressive approach, we managed to postpone a large number of campaigns without disrupting the schedule for sending communications to customers and excluding the sending of erroneous communications. We plan to develop the project, in particular, redraw the remaining campaigns. We expect an increase in the speed of campaigns, - said Igor Goncharov.