Client Overview

The client is a leading telecom provider with millions of customers across multiple regions. They sought to enhance their marketing strategies by integrating real-time customer data and delivering personalized experiences across all touchpoints.

Objective

To implement Adobe Experience Platform (AEP) and Real-Time Customer Data Platform (RTCDP) to unify customer data, enable real-time personalization, and improve marketing campaign effectiveness.

Solution Overview

Step 1: Data Integration and Unification

• Unified Customer Profiles:

We created unified customer profiles by integrating data from various sources such as CRM, call centers, and retail stores. This comprehensive view enabled more precise targeting and personalized marketing efforts.

public class CustomerProfileService {

    public void createUnifiedProfile(String customerId) {

        CustomerProfile profile = new CustomerProfile(customerId);

        profile.integrateDataFromSources();

        profile.save();

    }

}

Step 2: Real-Time Data Processing

• Real-Time Data Ingestion:

Leveraging AEP and RTCDP, we ensured that customer data was ingested and processed in real-time. This allowed for immediate activation of marketing campaigns based on the latest customer interactions.

public class RealTimeDataProcessingService {

    public void processCustomerData(String customerId) {

        RealTimeData data = aepClient.getRealTimeData(customerId);

        rtcdpClient.processData(data);

    }

}

Step 3: Personalized Campaign Activation

• Campaign Personalization:

Adobe Target was used to deliver personalized marketing campaigns based on customer segments and real-time data. Offers and promotions were tailored to individual customer preferences and behaviors.

adobe.target.activateCampaign({

    "mbox": "personalized-offer",

    "params": {

        "customerSegment": "premium_customers"

    },

    "offer": {

        "content": "Upgrade to our premium plan and enjoy exclusive benefits!"

    }

});

Step 4: Data Analytics and Insights

• Analyzing Customer Data:

Adobe Analytics was used to analyze customer behavior and campaign performance. We examined metrics such as conversion rates, customer lifetime value, and engagement across different channels.

public class AnalyticsService {

    public void analyzeCustomerData(String customerId) {

        Report report = adobeAnalytics.getCustomerReport(customerId);

        report.getMetrics().forEach(metric -> {

            System.out.println(metric.getName() + ": " + metric.getValue());

        });

    }

}

• Optimizing Marketing Strategies:

The insights gained from data analysis were used to refine the client’s marketing strategies. For example, we identified customers who were likely to churn and delivered targeted retention offers to keep them engaged. 

adobe.target.optimizeOffer({

    "mbox": "retention-offer",

    "params": {

        "customerSegment": "high_risk_churn_customers"

    },

    "offer": {

        "content": "Stay with us and get a $50 credit on your next bill!"

    }

});

Challenges Faced

Data Integration Complexity: Integrating data from multiple sources, including call centers and retail stores, was a complex task. This was addressed by creating robust data pipelines and ensuring data consistency across all channels.

Real-Time Data Processing: Ensuring real-time data processing and activation required careful optimization of AEP and RTCDP, particularly during peak times with high data volumes.

Conclusion

This case study showcases the successful implementation of Adobe Experience Platform (AEP) and Real-Time Customer Data Platform (RTCDP) for a telecom provider. By unifying customer data and leveraging real-time personalization, Surge Software Solutions helped the client deliver targeted marketing campaigns that increased conversion rates and improved customer retention.