Working with Union Bank was highly interesting in that it brought the full compliment of Epsilon Conversant teams together to provide a full suite of services to a single client organization. From Agency AOR responsibilities for the PurePoint launch, to the complex database installation and data integration initiatives taken on by Epsilon Technology, the engagement was as strategic as it was tactical in nature.
The primary engagement that I led involved a database installation and data integration project to enable Customer Data Integration. The Epsilon Agility Connect product uses machine learning to aggregate data in an intelligent way and then teach itself both hygiene and consolidation strategies to improve the data quality for targeting and marketing alike. A big part of measuring ROI effectiveness can come from reducing waste as much as improving new audience targeting. And it moves closer to the 1:1 ideal that the technology platforms are built to handle but incapable of capitalizing on without good data.
We also managed the enterprise email marketing platform including new template creation and test design. This partnered with our Catapult divisions agency of record work drove high success rates for many client initiatives.
Integrated marketing campaigns for PurePoint Bank launch
Mobile advertising and mobile app tie-in campaigns
Database build for a signal view of a customer from disparate data sources including 3rd party append