Our Racing Technology Offering

Digitally Transform Racing & Regulation

Specialised digital transformation capabilities for racing & regulation.

Case studies

Contact

Ramnik Singh

Business Development Manager

Marketing Automation

Marketing Automation

Optimise, automate customer journeys through data driven marketing automation solutions.

End-to-end marketing automation solutions

Marketing automation enables you to understand customer traits and behaviours so that interactions can be automated and personalised at scale.

Unico provide you with a unified foundation of marketing data that delivers real-time insights across different campaign and channel types. We help you spend less time collecting data and more time analysing it so that you can continually optimise your  marketing mix.

Our team specialises in developing highly integrated, technology agnostic automation solutions customised to your business’s unique needs.

Our proven process

Your data driven outcomes

Training-change-management

1. Business consulting & strategy

Our consultants analyse your organisation to develop a deep understanding of your business needs. By reviewing your systems, processes and marketing functions we can identify where automation can add value. Consulting engagements ensure your solution aligns with your corporate goals, KPI’s and marketing strategy.

2. Data cleansing, management & integration

Gather, refine and reorganise your customer and prospect data. We take your organisation’s data and make it accurate, integrated and connected to your marketing automation platform. Unico generate a single view of customer that enables you to better utilise data for campaigns, customer journeys and re-marketing.

3. Marketing automation & user journey planning

We build a bespoke automation solution that streamlines manual marketing processes and enables personalised, cross-channel experiences at every step of the customer life-cycle. Adopting marketing automation enables you to connect any interaction across email, mobile, advertising, social media and web.

Automation Features & Modules

  • Email Marketing (EDM)
  • Landing Pages
  • Forms
  • Mobile
  • Contact Management
  • Data Analytics & Reporting
  • Lead Nurture & Generation
  • Lead Scoring
  • PPC & SEO
  • Social Media
  • Journey Building
  • Data Integration

4. Systems & data integration

Your organisation has a variety of existing systems that need to be seamlessly connected to your chosen marketing automation platform. We draw data from these systems and combine their functionality with marketing automation. By integrating multi-channel data from a range of databases so you can quickly and accurately segment customers for your campaigns. Systems include:

  • CRM systems (Salesforce etc.)
  • Billing & Transactional Systems
  • Provisioning Systems
  • Membership Systems

5. Data consolidation, analytics & insight reporting

We consolidate all your customer data into one place and convert it into custom reports for your team. By consolidating your data into our visualised reports, your staff automate time-consuming, repetitive marketing tasks like manual data preparation for your marketing campaigns. We provide your team with visualised customer data to connect to analytics so you can make informed strategic decisions.

6. Training, onboarding & support

We provide you with a tailored training program that lets your  automation platform reach its full potential. 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. Unico also offer 24/7 customer support and maintenance for all clients.

We can help you

  • Engage with customers in real-time
  • Adopt and effectively use marketing automation technologies
  • Create a shared, single view of customers across business units
  • Unify customer data sources
  • Create a cohesive customer journey across your marketing channels
  • Cleanse data with our data deduplication for Salesforce Marketing Cloud tool.

Our partners

Case studies

Contact

Ramnik Singh

Business Development Manager

Categories
Case studies Partners

Creating a one-to-one customer experience through Salesforce Marketing Cloud: Cargill Australia

Sales-Force-Marketing-Cloud

Creating a one-to-one customer experience through Salesforce Marketing Cloud: 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 Salesforce Marketing Cloud

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 Salesforce Marketing Cloud 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

Categories
Case studies Partners

Maximising ROI on marketing automation campaigns through data cleansing: Racing Victoria

Maximising ROI on automated marketing campaigns through data cleansing: Racing Victoria

How we helped Racing Victoria regain trust in their customer data by building a custom data cleansing extension to extract and cleanse duplicated Salesforce Marketing Cloud contacts.


Summary

  • Salesforce Marketing Cloud (SFMC) campaigns and data cleansing services
  • Identification and removal of duplicate SFMC contacts 
  • Ensure all MRC’s contacts and leads are listed with 100% accuracy 
  • Reduction of salesforce contract renewal fees    

Metrics

  • Removed 400,000 corrupted / duplicate contacts from database of over 1,000,000 
  • Saved RV $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. Racing Victoria (RV) 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 cleansing of Racing Victoria’s contact database, over 400,000 entries were removed resulting in over $100,000 of saved contract renewal costs. This was four times the cost of the Unico engagement, resulting in significant ROI for RV and clear value add.


Evan-Harridge

Evan Harridge

Director of Innovation

Categories
Case studies Partners

Building a bulletproof online voting platform & website: Racing Victoria

online voting platform all-star mile

Building a bulletproof online voting platform & website: Racing Victoria

How Unico helped increase the longevity of the racing industry using Salesforce Marketing Cloud (SFMC) and platform engineering to produce an online voting platform and website.


Summary

  • Attract a new audience to the racing industry
  • Development of secure, high availability, high traffic capacity online voting platform and website high
  • Automation of a multi-channel digital experience across website, email and text
  • Website development
  • SFMC Customer journey mapping and mobile validation

Metrics

  • 135,097 votes Australia and New Zealand wide
  • 96.5% validation rate of voters, halving last year’s rate
  • Over 30% female voters

Horse racing in Australia has traditionally attracted an audience comprised of males aged between 45-65. Racing Victoria (RV) sought to expand into other customer groups through the introduction of the inaugural All-Star Mile in 2019.

To broaden the demographics racing appealed to and attract new prospects, RV introduced a peoples race in which fans can choose their own participants. The All Star Mile required a robust online voting platform and website for fans to submit their votes and engage with the campaign digitally.

Our team partnered with RV for the second year to create the platform that would allow Australia’s only fan voted race to function.

Using Amazon Web Services, our team built a highly secure online voting platform from the ground up that is auto scaling and healing with cloud first design and the ability to handle high levels of user traffic. For the second year running, a Big 4 Advisory cyber and hacking team tasked with auditing the platform was again unable to penetrate the system.


“The All Star Mile was designed to attract a new and more diverse audience, which was achieved for the second year in a row with over 30% female voters. This could not have been delivered without the teamwork and collaboration between Racing Victoria and Unico – our team more than halved the number of unverified votes from last year, worked on tight deadlines and had to adapt to meet regulatory constraints”

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


Racing Victoria’s goal of building fan engagement for the All-Star Mile was conducted through Salesforce Marketing Cloud (SFMC). Unico had previously helped RV improve their SFMC capabilities by teaching them how to build customer journeys for their subscribers. These journeys helped elevate the engagement levels with Racing Victoria which enabled them to send consistent multi-channel messaging to new audience’s generated by the All-Star Mile.

A final voting tally of 135,097 was a remarkable result during a summer that was devastated by unprecedented bushfires. Racing Victoria offered their support to the bushfire crisis by pledging to donate $1 for every vote received. In addition, they also donated all 93 horse nomination fees of $500 totalling $46,500 to the Good Friday Appeal.

If you would like to find out more about Unico’s All-Star Mile secure website and online voting platform, contact Evan Harridge below.


Unico have extensive experience using technology to enhance animal welfare outcomes as well as support traceability, regulation and member engagement.

If you would like to learn more, contact Evan Harridge below.

Evan-Harridge

Evan Harridge

Director of Innovation