Review of data use in email comms

This global energy giant had made significant investment in internal platforms but were concerned these weren’t delivering expected results among affiliated retailers. 

We were asked to run a root-and-branch review of the tools and associated practices. 

We reviewed platform analytics, surveyed users and conducted focused interviews with key stakeholders to understand why the platforms were failing to deliver the expected impact. 

We began by understanding their needs, conducting interviews with communicators in 10 markets and mapping their processes. This identified capability and training gaps among platform users. 

We then took a deep dive into their email platform, to understand what data was available and how this could better be used for content creation and audience targeting. 

We identified 26 tactical recommendations to gain greater value from their previous investment in tools, through improved training and greater use of data insights for targeting, measurement and continuous improvement. 

We then developed a change roadmap they could follow to deliver the change over six months, including stakeholder engagement, training requirements and process changes. 

Our work lead to the establishment of new routines, enhanced use of platform and more impactful communications.