Inbound Campaign Optimization
Bell Canada · Telecommunications
Telecommunications
Bell Canada
Improved real-time inbound offer presentation for residential customers, increasing campaign effectiveness while reducing reliance on broad mass-marketing programs.
Key outcomes
- 74→98% presentation success rate
- Reduced mass-marketing spend
Scope of work
Campaign analytics design and targeted offer orchestration
Business challenge
Inbound campaign presentation success was below target at 74%. Campaign data was fragmented across Oracle and Teradata, limiting the ability to deliver personalized offers at the point of contact.
Our approach
Designed IBM Unica inbound campaign workflows; built Cognos operational reports; and sourced and integrated new data assets in Oracle and Teradata to enable targeted, event-driven campaign management.
Technology stack
Capabilities delivered
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