Context
- E-commerce & Brick-and-Mortar Discounter
- Increased number of Customer Lifecycle Campaigns (Trigger: Activation, Reengagement, Reviews / Newsletter: E-commerce, Brick-and-Mortar, Travel)
- Increased number of A/B Testing
Problem
- No overview, no comparison, no key results
- Lake of effective decision-making
Solution
- Semi-automated BI-Dashboard with Microsoft PowerBI
- 3-level-Categorization of Campaigns
- Implementation of most important KPIs (e.g. Unique Open Rate, Click-To-Open-Rate, Average Revenue per User)
- Displaying different layers of results
Impact
- First findings within 5 minutes
- In-depth analysis available with different layers
- Overall KPIs and Drilldown available because of Categorization
- Used on daily basis by CRM team
- Faster and more effective decision-making possible
Lessons learned
- Categorization might not always be useful but it makes it much easier to get an overview
- BI is really important to make the correct decision
