CASE STUDY segmentation through marketing automation . Not only would optimising data lead to better targeted marketing , but it would also build customers ’ trust , resulting in increased client retention and an increase in new sign-ups .
Today , when a deal is closed in a retail store , HKBN stitches this data to the customer ’ s online profile and suppresses irrelevant online media targeting . Instead , the customer only sees personalised ads offering valued added services or upgrades to their current plan .
Cross-stack integration helps to launch campaigns in record time
HKBN knew that to bridge the gap between online and offline data , its perfect partner should have the ability to work nimbly and seamlessly across its multiple omnichannel connections . Long term Tealium partner and leading Asian Performance Marketing consultancy , Inetasia , implemented the Tealium platform in multiple phases in order for HKBN to successfully achieve its data orchestration goals .
Samuel Hui , Chief Transformation Officer at HKBN , said : “ We elected to work with Tealium due to the flexibility that comes hand-in-hand with its ‘ build your own stack ’ model . The hub means we have full visibility of customer insights both on and offline in real-time . On top of this strong digital and data foundation , our team of digital experts can then add new technologies to suit an individual campaign or business need – rather than blindly subscribing to a pre-existing ecosystem .”
The number of turnkey integrations with other marketing technologies also allowed HKBN to set up new tools in record time .
“ Tealium ’ s integrations are critical for our campaign execution ,” said Yoky Ku , Assistant Manager , Digital at HKBN . “ Once we needed to A / B test two different email platforms . Tealium was able to deliver the results in less than two weeks , thanks to its extensive integration sets , which eliminated the need for us to rebuild the data structure in-house .”
To achieve its objective of getting to know their customer on a deeper level , HKBN uses Tealium ’ s tag management solution , Tealium iQ , to collate data across multiple platforms and determine the customer ’ s personal interests . When the customer visits HKBN ’ s mobile page , HKBN can orchestrate that data with EventStream and harness the power of AudienceStream to influence email campaigns for segmentation purposes .
Gregory Smyth , Founder and Chairman , Inetasia , Hong Kong , said : “ As we continue to build our best in class marketing technology stack , our skilled strategists and local engineers work together with HKBN from digital marketing strategy to implementation and higher ROI . Our performance marketing initiatives focus on integrating online and offline activities , understanding cross-channel and cross-device customer behaviour , channel attribution on lead generation and conversion , as well as improved customer experience and retention .”
TEALIUM WAS ABLE TO DELIVER THE RESULTS IN LESS THAN TWO WEEKS , THANKS TO ITS EXTENSIVE INTEGRATION SETS , WHICH ELIMINATED THE NEED FOR
US TO REBUILD THE DATA STRUCTURE IN-HOUSE .
Tealium facilitates this data orchestration and is at the core of the technology stack deployed by HKBN .
Customer engagement skyrockets while marketing spend drops
Since integrating Tealium into its marketing campaigns , HKBN has got data activation down to a fine art . Now that HKBN has full omnichannel visibility , it has redeployed 30 % of its marketing budget previously spent on chasing customers who had already converted . Now the company is redeploying that spend to upsell additional products to existing customers .
Increased personalisation in HKBN ’ s comms not only prompted a 30 % jump in click rates , but also quadrupled clickthrough rates from personalised campaigns , compared to generic non-personalised campaigns sent to the same segment of customers .
“ The results we ’ ve seen through using Tealium have changed the way we do business at HKBN . We ’ re using our budget more efficiently , so we ’ re now working smarter , not harder . Simply put , the results speak for themselves ,” said Ku . p
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