The ASK

Evaluate Email Service Providers (ESP) and SMS technologies currently leveraged across the enterprise to expose opportunities for optimization focused on: 

• Functional capabilities
• Technical configuration
• Operating model design
• Workflow management
• Data consumption and creation
• Potential for consolidation

THE APPROACH

Identified and established a record of all ESP & SMS technologies embedded with the Brand’s ecosystem (internal and external use).

Partnered with key stakeholders to align around current-state needs and future-state ambitions through documentation of use cases.

Evaluated current-state technical capabilities, operational processes and resource availability against prioritized Marketing use cases to uncover gaps and opportunities for remediation.

Designed an optimal future-state ESP and SMS partner infrastructure and data flow design to address requirements.

Distilled the future-state design into an actionable roadmap guiding the Brand through recommended timing and sequencing of key initiatives to achieve the desired state.

THE OUTCOME

• Completed a cost benefit analysis of Email and Messaging resources and operating process to inform business case for the proposed model

The following are in-progress or pending activation:

• Deprecation of seven disparate systems and consolidation onto a single email planning and distribution platform designed to support all outbound marketing communications
• Streamlining of email data pipelines to enable more robust targeting, content optimization and insights
• Identification and implementation of Customer Data Management and Digital Asset Management capabilities
• Migration of external commercial and prospecting communications to the internal communications platform
• Design and implementation of an operational workflow articulating the process and associated ownership through which initiatives will be deployed