“ The digital marketing team loves that we ’ ve done the hard work to make the data accessible and ready for action ,”
Digital Transformation = Strategic plan + Tealium
The National Heart Foundation ( NHF ) has one main goal , to bring to life their vision of an Australia free of heart disease . This vision started with a strategic plan to position the organisation for a data-led future and included undergoing a significant technology transformation to enable its team of 250 + to serve customers and the Australian public even more effectively with an execution strategy that delivered both short term and long-term benefits for the NHF .
One of the first tasks newly appointed CIO , Shane Riddle of the NHF , tackled was building a data and technology foundation that would empower the NHF to unify disparate datasets within the organisation and be able to think and act smarter using that data .
“ I wanted to create a platform where we engaged with our customer at every point in their lifetime in order to deliver something at the right time with the most relevant message , material , product or service – whatever that may be ,” said Riddle .
With 52 different types of customer , this focus on the customer and a ’ single customer view ’ required technology that was agile , flexible , and powerful enough to funnel all the datasets , augment that data , and help to activate the resulting insights .
“ Tealium provided not only the technology to unify and action data in real-time but also became a business partner as passionate about our objectives as we were ,” commented Riddle . “ We were entering a new space when we engaged with Tealium so they were fantastic about taking us on that journey as well – their implementation and the support they offer us as we go through that learning curve has been fantastic .”
Tealium now sits at the heart of the single customer view strategy enabling programs like the Heart Age Calculator and campaigns such as the recent “ Serial Killer ” campaign to have an impact well beyond the campaign or program .
“ These programs and campaigns drive traffic to our website where we can provide a personalised experience for each person using Tealium technology . Having 52 different types of customers being able to personalise is really difficult , but also really important so we remain relevant . We want to be engaging customers on a lifetime journey about staying healthy , exercising and being heart smart , not just when they have a heart episode , which was the traditional approach ,” stated Riddle .
The Tealium technology includes the Universal Data Hub which collects and correlates online data that is then enriched and segmented in real time according to NHF determined variables . It is then triggered for action through any of the marketing channels and vendors , including email , SMS , website , retargeting or call-centre .
“ The digital marketing team loves that we ’ ve done the hard work to make the data accessible and ready for action ,”
– said Riddle .
The National Heart Foundation is now able to live and leveraging their data-led future in real time thanks to Tealium !