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2 minutes

TechnologyOne: Delivery of customer data platform (CDP).

TechnologyOne, Australia's premier enterprise Software as a Service (SaaS) company, faced the challenge of customer data across various platforms and systems. Revium was tasked with implementing the Segment Customer Data Platform (CDP) to enhance the unification and utilisation of customer data, streamlining TechnologyOne's marketing efforts.

Overview

TechnologyOne, Australia's premier enterprise Software as a Service (SaaS) company, faced the challenge of customer data across various platforms and systems. This disjointed data landscape hindered effective management and analysis, impacting marketing activities. Revium was tasked with implementing the Segment Customer Data Platform (CDP) to enhance the unification and utilisation of customer data, streamlining TechnologyOne's marketing efforts.

Challenge

The main challenge TechnologyOne faced was the fragmentation of customer data across multiple platforms, including Salesforce, Marketo and Google Analytics. This siloed approach to data storage and management made it difficult to gain a comprehensive understanding of customer behaviour and preferences, limiting the effectiveness of targeted marketing campaigns and the ability to identify opportunities for cross-selling and upselling.

Solution

  • Revium's solution involved a three-phase implementation of the Segment CDP.

  • The initial phase focused on understanding the existing data landscape, marketing goals, and platform integration requirements through comprehensive workshops with the business.

  • In the second phase, Revium implemented base tracking and integration from the various systems into Segment.

  • The final phase involved establishing unification rules and creating marketing audiences within Segment to enable targeted and personalised marketing efforts.

  • This structured approach ensured a smooth transition to a unified customer data platform, designed to meet TechnologyOne’s specific marketing needs.

Outcome

  • The implementation of the Segment CDP provided TechnologyOne with visibility into the digital behaviour of all customers within a target account.

  • This allows for the creation of targeted audiences and customised messages for specific industry verticals.

  • The ability to map customer journeys across all digital interactions enabled the identification of cross-selling and upselling opportunities based on usage data.

  • Additionally, the sales and marketing teams were equipped with a comprehensive view of both new and existing customers, enhancing their ability to engage effectively. For example, in FY24, 96 MQLs had interacted with TechnologyOne's BAU Brand marketing activity, highlighting the significant contribution of their Brand campaign to Tier 1 MQLs.