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Creating a one-to-one customer experience through SFMC: Cargill Australia

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Creating a one-to-one customer experience through SFMC: Cargill Australia

How Unico helped a global food provider communicate more directly with Australian farmers using Salesforce Marketing Cloud (SFMC).


Customer

  • Cargill Australia

Project

  • Enhance communication with farmers on market conditions using SFMC

Objectives

  • Allow Cargill Australia to send targeted, personalised messages to its contacts 
  • Create elaborate customer journeys and communication campaigns with relevant stakeholders  

Approach

  • Targeted consulting in Cargill Australia’s prioritised areas 

Outcome

  • Tailored customer journeys designed to fit the business requirements for all subscribers 
  • New personalised, direct communications capabilities with subscribers 
  • Managed and authenticated a subscriber list of over 50,000 contacts  

Cargill Australia have a large database of contacts in SFMC who they regularly send emails and text messages regarding crop pricing and market conditions. Without marketing automation enabled through SFMC, they could not create and send personalised emails to key stakeholders and customers at scale. Consequently, Cargill Australia would conduct untargeted email campaigns carrying irrelevant information to broad customer segments. 

During our engagement with Cargill Australia we helped build journeys and campaigns for all existing customers within their database. This included designing interactive email campaigns containing cloud hosted crop surveys that were able to deliver data to Cargill Australia regarding estimated crop sizes and harvest dates. Collated data was able to drive campaigns that contained useful and timely information sent in alignment with crop harvesting and growth cycles. This data could be utilised by farmers to better manage their crop.

Increased efficiency in communications has been beneficial for both Cargill Australia and their contacts as they now have access to important agricultural data when they need it most.


Through the utilisation of crop survey emails, we were also able to authenticate Cargill Australia’s contact database to ensure that all customer data was accurate and clean.

Our partnership with Cargill Australia has boosted their confidence in what they can achieve with Salesforce Marketing Cloud. Unico’s ongoing consultation has empowered their team to utilise SFMC to map out custom journeys and campaigns for their entire contact base.


Evan-Harridge

Evan Harridge

Director of Innovation and Enterprise Sales

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Case Studies

Maximising ROI on automated marketing campaigns through data cleansing: Melbourne Racing Club

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Maximising ROI on automated marketing campaigns through data cleansing: Melbourne Racing Club

How we helped Melbourne Racing Club (MRC) regain trust in their customer data by building a custom data extension to extract and cleanse duplicated Salesforce Marketing Cloud contacts.


Customer

  • Melbourne Racing Club (MRC)

Project

  • Salesforce Marketing Cloud (SFMC) campaigns and data cleansing services

Objectives

  • Identify and remove duplicate SFMC contacts in Racing Victoria’s database 
  • Ensure all MRC’s contacts and leads are listed with 100% accuracy 
  • Reduce salesforce contract renewal fees    

Approach

  • 2-week consulting engagement with MRC
  • Identify, extract and remove duplicate contacts with automated queries 
  • Run comparative tests to ensure data is duplicated before removal

Outcome

  • Removed 400,000 corrupted / duplicate contacts from database of over 1,000,000 
  • Saved MRC $100,000 in costs over a 2-year contract renewal period  

A major part to conducting an effective automated messaging campaign is whether you can trust your data. Campaign results can vary drastically return in investment (ROI) based on how accurate the Salesforce database of contacts is. MRC had a database of over 1,000,000 contacts which contained a significant number of duplicates and corrupted data. In a 2-week engagement Unico cleansed their database of any duplicate contacts or outdated contacts that were no longer being targeted by email or SMS content. 

The data was extracted to a data extension where comparative testing was conducted to verify that contacts were classified as duplicates before deletion. Ensuring that a contact database is rid of all non-validated contacts means messaging automation platforms like SFMC charge users based on the true size of their contact list. 


“Contact database authentication was a major focus for Racing Victoria as our number of contacts continued to grow. Unico was able to enable us to have complete trust in our data within just two weeks and provided immediate ROI through this engagement”

– Marcia Allan, GM Customer Strategy & Engagement, Racing Victoria.


Following the data cleanse of Racing Victoria’s contact database, over 400,000 entries were removed resulting in over $100,000 of saved contract renewal costs. This was 4 times the cost of the Unico engagement, resulting in significant ROI for MRC and clear value add.


Evan-Harridge

Evan Harridge

Director of Innovation and Enterprise Sales

Marketing Automation

Marketing Automation

Optimise, automate and personalise your customer journeys through advanced automation platforms.

Automate and personalise

Marketing automation enables you to customise content for your customers and reach them at the right time. It provides you with the tools you need to understand your customers’ traits and behaviours so that interactions and engagements can be automated and personalised at scale.

Our team specialise in integrating multi-channel data across large organisations to generate a single view of your customer base, so that you can quickly and accurately segment customers for targeted marketing campaigns.

Data integration and planning

Many businesses fail to fully develop their marketing automation capability due to an inability to effectively integrate automation platforms into their organisations multiple systems and databases.

Unico integrates your systems with Salesforce Marketing Cloud so you have access to all your data in one place, enabling you to make fully informed marketing decisions.

Consulting and advisory

Our team of experts will analyse your business environment, gather and refine your data and advise your team how they can utilise this data for campaigns, customer journeys and remarketing. 

We will provide you with a single view of your customer allowing your marketing team to better segment customers and users based on behaviour.

Campaign and journey building

Our specialist team offers end-to-end campaign management of all marketing automation capabilities. We collaborate with your marketing team to refine, target and optimise campaigns and journeys such as custom content and automated communications to an unlimited number of audiences.

Training and change management

As an official Salesforce partner, we work with you to provide a training program that will allow you to confidently utilise Marketing Cloud tools.

Regardless of your team’s skill level or knowledge base, our team will work with you every step of the way to ensure you understand your chosen automation platform.

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Evan-Harridge

Evan Harridge

Director Innovation and Enterprise

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