Customer -

The Customer is a marketing agency based in the United States with a global presence, boasting over 100 offices and 10,000 employees in 80 countries. They offer their services to well-known companies such as Samsung, Procter & Gamble, McDonalds, and others.

Challenge -

A major client of the Customer sought a solution to better coordinate their regional offices across various countries, with the aim of enhancing customer loyalty and streamlining marketing efforts. However, the Customer's IT team was unable to provide the necessary solution due to a lack of expertise. As such, they were in search of a vendor to outsource software development and maintenance services.

Solution -

Needs analysis

To Initially, our IT consultant and two business analysts evaluated the Customer's client's business, needs and processes. Utilizing the information obtained, we created a detailed project plan for a solution that would enable efficient planning of marketing campaigns, real-time tracking of progress, and efficient budget allocation.

The general approach to software development and testing -

Given the complexity of the solution and the urgency of the Customer's client to receive it, we proposed using an iterative development approach and starting with a scalable, basic version of the solution. Scrum was chosen as the development methodology to allow for flexibility in planning and the ability to introduce changes.

During the development of the basic version, we held daily Scrum meetings to evaluate progress and address any issues. We kept the Customer updated on the project's progress during weekly status calls. To speed up development and ensure seamless integration of new features in the future, we adopted a DevOps approach. To ensure the solution's functionality, performance, usability, and security met high standards, we implemented continuous testing, which enabled us to identify and resolve potential quality issues.

Marketing solution evolution -

After delivering the basic version, we continued to enhance the solution by adding functionality for real-time monitoring of regional marketing campaigns and a tool for allocating marketing budgets across different regions. During our ongoing collaboration, our IT consultant evaluated feedback from end users that was collected during support activities and proposed further developments, which were accepted by the Customer. We then designed and implemented features for collecting and analyzing consumer data and monitoring consumer behavior across multiple channels and regions. These enhancements enabled the Customer's client to make data-driven decisions, resulting in improved marketing campaigns and customer loyalty management.

Support -

Immediately after the Customer's client began utilizing the basic version of the solution, we assumed responsibility for providing support. We divided the support into three levels, each handling issues of varying complexity, and assigned specialized staff to each level. Additionally, we gathered feedback from end users and conducted user satisfaction surveys to identify areas for improvement.

Results -

Presently, the Customer's client employs the solution in over 60 countries. It aids in aligning regional offices, optimizing customer loyalty management and effectively handling global marketing campaigns.