Dynamics Day 2017 Melbourne - Melbourne Racing Club Digital Transformation
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Transcript of Dynamics Day 2017 Melbourne - Melbourne Racing Club Digital Transformation
Melbourne Racing Club & Microsoft Dynamics
29th March 2017
Agenda• Background• Approach• Technology• Development• Measures of success• Lessons learned
The Business Challenge• Disparate systems for the tracking of management of
member and non member related activity across a number of platforms;• Ticketing & Attendance• Entry Control• Point of Sale • Communications
• Poorly implemented marketing automation tool• Transform a largely non digital business to digital • Data driven decision making
Core Aim: Delivering a consolidated view of our members and a place to capture phantoms
Highly targeted emailTransition from sending generic emails to all members to sending personalised, and relevant email only when we need to (reduce spamming members)
Driving event attendance
By building up a database of GA ticket purchasers and tracking event history we can drive the right customers to the right events.
Member optimisationDrive incremental revenue and change customer spend and churn behavior. eg we will be able to identify “high-spend” or “high risk of churn” members and preemptively communicate with them to change their behaviour.
Events
Loyalty
In-venue communicationsSending personalized and valuable offers to members as they enter our venues eg dining offers when we have capacity.
SMS
Members activityEBMS Rich information about members,
prospects, loyalty and attendance activity.
GA TicketingTicket
sContact details for general admission ticket purchasers via the new MRC ticketing platform
Spending habitsPOS Spending habits for loyalty customers
and members, brand preferences etc
Entry controlVAST Track when members and ticket
holders actually attend, understand when they are in our venues
Fractured customer data sources
CRM Elite marketing capability
Technology Challenges• Traditional IT Team• Limited or no development skills in house• Low tech approach – “Old School”
• On premise
• Digitally Transform the business• Innovate
Engagement & Business Support
• Executive Support & Buy in is key
• MRC executive team had completed the 2020 business strategy• Just needed a IT slant and application to it
Approach• Identified key products in the “sweet spot” of CRM • Gartner Magic Quadrant
• Dynamics CRM, Salesforce Marketing Cloud
• Looked for vendors whom had strength in this space
• Developed an agile RFP process with strict governance and key specific deliverables
Brief to vendors• Open and transparent with key objectives & outcomes• No skeletons or hidden agendas• This is the key problem, help us on the journey• Work hand in hand not alongside
RFP Process• Vendors given specific detailed requirements;
• Interactive demonstrations• Showcase or demonstrate what the solution would look like
• Vendors scored and systematically evaluated;
• Capability, historical achievements, partnership, pricing
Vendor Selection
High Level Technology Stack
VAST
EBMS
TASK POS
TICKETSAUCE
ADX STUDIO
@
Data Sources Segmentation
Communication
Detailed Technology Stack• Totally Cloud Hosted• Dynamics CRM • Azure for key servers for integrations (API)• Logic Apps (Middleware)
Development Process• Agile Methodology• Don’t knock it until you’ve tried it !
• FAST ! Quick results
• Daily, Weekly Reporting
• Stand-ups, showcases & Town Halls !
• Accountability
Lessons Learned• User Acceptance Testing• Needs to be managed and owned at an executive level
• Follow the path – agile will guide you and expose issues before they are major• Showcase progress
• #squadgoals #teamgoals
Measures Of Success• Set KPI’s for the ROI upfront • Increases in active member communications
• More relevant emails / sms• Decreased in wasted communications
• Increases in advanced purchases • High penetration with member communications• Real time communications
• SMS and Activations• Detailed information about phantoms !
• Dynamics was “best fit” product for our specific needs based on a couple of key factors;
• Total Cost Of Ownership• Overall Technical Solution – as per the business challenge.• Integrator & Vendor Support• Product Roadmap• In tune with with our business
Why Dynamics ?
Thank you.