All customers in one place
The project resulted in a consistent data platform. All of the channels are integrated into the platform, and everything is centred on the customer, as opposed to just one channel and only some of the customers, which was the situation at the starting point. At the same time, data management at DNA shifted from a support function to an operational function where data is continuously used in decision-making and measures that are visible to customers on a daily basis. This makes it possible to automate personalised, context-aware, real-time campaigns. These features have significantly improved response and conversion rates in campaigns. All measures can be analysed numerically.
Real-time analytics integrated into daily decision-making
Simultaneously with the platform development project, an extensive change management programme was started to integrate new data capabilities into day-to-day business operations. The goal was for everything to be worth the time spent on analysis and so easy that the tools would be put into use without the need for specific implementation projects. Automated marketing has been made so easy that managers can implement solutions according to need. DNA has taken management by data to a level that only a few Finnish organisations have reached.
Consistent service experience for the customer
For the customers, the data platform is visible in all digital services. The goal is for DNA to always be aware of what is being done in each channel and how the customer is interacting with DNA in these channels. All interaction can be measured in terms of increased sales, improved conversion, reduced customer churn and ROI in marketing.