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Case studies Partners

Building a Multi-Club database and shared scheduling platform: Racing Victoria

multi-club database for Racing Victoria though Salesforce Marketing Cloud business units

Building a Multi-Club database and shared scheduling platform: Racing Victoria

How Unico engineered a custom marketing cloud business unit database and shared scheduling platform that enabled Racing Victoria to conduct collaborative events and marketing campaigns.


Summary:  

  • Data engineering and platform development 
  • Salesforce Marketing Cloud (SFMC) integration and consulting
  • Data cleaning, reorganisation and subscriber management
  • LIVE shared calendar scheduling

The Victorian racing industry is made up of sixty nine metropolitan and country tracks and five clubs, hosting over 500 race meetings a year. They are regulated by Racing Victoria. 

Each operates independently, hosts race meetings, manage members and run independent marketing and advertising campaigns with siloed customer data sets.

Consequently, clubs would promote events and race meetings to owners and customers over the same period resulting in scheduling clashes. 

Race meeting overlap leads to three distinct challenges for clubs:

1. Attendees are split between race meetings resulting in lost revenue. 

2. Wasted media spend due to prospects receiving marketing communications for multiple racing meetings scheduled on the same weekend. 

3. The best horses are split across race meetings resulting in lower quality horse talent. 

Racing Victoria recognised that a lack of visibility across race schedules and customer databases was a significant barrier to effective collaboration between clubs. They needed a way to unify their customer data and event scheduling without violating data privacy. 

Racing Victoria’s annual All-Star Mile, an interclub fan voted race meeting, presented the perfect opportunity for Racing Victoria and Unico to develop a multi-club database and live shared scheduling module. 

shared calendar scheduling
Club members were being invited to race events scheduled over the same time period.

The solution is powered by Salesforce Marketing Cloud business units and comprises of: 

  • Shared customer database comprising of five linked salesforce marketing cloud business units, one for each club and regulator.  
  • Local and shared data extensions allowing for layered access to shared customer data sets for marketing campaigns – information includes name, email, postcode, and category (owner, trainer, member etc.). 
  • Hierarchical data structure with a single master control over local data sharing permissions. 
  • Subscription management – enabling club members to opt-in and out of specific marketing email communications depending on preferences. 
  • A custom preference centre allowing users to choose which clubs they want to receive email communications from, as well as opt-in to specific campaigns of interest such as dining events or race meetings.  
  • A custom unsubscribe function that ensures unsubscribed contacts are removed from all lists. 
  • A live multi-club shared calendar accessible to all salesforce marketing cloud business units. 
  • Construction and automation of customer journeys for the annual race meeting calendar for Victoria. 

Racing Victoria’s new multi-club database improved club coordination by enabling collaborative events and marketing campaigns. 

The platform has helped Victorian horse racing clubs and tracks work better together, advancing the interest of Australian racing and creating a partnership mindset across the state.  

This solution has a highly accurate database, adheres to high standards of customer privacy and security, and boosted Racing Victoria’s revenue potential through parallel marketing streams. 


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

Speak with one of our specialists today to find out more. 

Evan-Harridge

Evan Harridge

Director of Innovation

Categories
Insights Media Partners

All-Star Mile voting shows horse racing continues to strengthen female audience

All-Star Mile voting shows horse racing continues to strengthen female audience

Highly secure website and All-Star Mile voting platform with a validation rate of 96.4%


Unico is proud to have supported Racing Victoria deliver their vision for the All-Star Mile for three consecutive years. The All-Star Mile is the world’s richest mile and the only race where the Australian public choose who races on the day.

Racing Victoria and Unico collaborated to create a highly secure website and All-Star Mile voting platform that is auto-scaling, auto-healing with cloud-first design, and the ability to handle high levels of user traffic. Unico is proud to announce for the third year that a Big 4 Advisory firm’s Cyber Security team were unable to penetrate the platform and a validation rate of 96.4% was achieved through SMS verification codes and Salesforce marketing cloud campaigns.  

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 32% 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” Racing Victoria GM Customer Strategy & Engagement Marcia Allan.

This year’s All-Star Mile continued to engage fans with 10 wildcard Owner Ambassadors who shared a prize pool of $500,000, with Matt Fory from Shepparton taking home the top $250,000 prize alongside winner Mugatoo.

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


Evan Harridge

Director Innovation

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

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