KBM Group and Danone: Enhancing Customer Communications and Driving Top-Line Results Without Increasing Costs
KBM Group and Danone: Enhancing Customer Communicationsand Driving Top-Line Results Without Increasing Costs Partner name: KBM Group (Client: The Danone Company)Marketing Services Provider Leverages Neolane’s Sophisticated Conversational Industry: Marketing Services ProviderMarketing Technology to Improve the Impact and Measurability of Clients’ Business Need: Support future growth,Global, Distributed Campaigns streamline existing infrastructure, improve productivity and reduce costs.KBM Group is the global leader in more complete picture of each customer. To “Neolane’s unmatchedknowledge-based marketing solutions. accomplish these goals with limited resources technology for ROI-driven,Expert in both digital and traditional direct in an increasingly complex marketingmarketing, KBM Group helps companies environment, Danone sought a completely personalized cross-channelmanage, analyze and optimize marketing outsourced marketing service provider. marketing strategies, lowdata to engage more effectively with their The Solution: Consolidated total cost of ownership,customers and prospects. KBM Group’sparent company, Wunderman, is part of Young Inbound/Outbound Capabilities and ﬂexible deployment& Rubicam Brands and a member of WPP . KBM Group selected Neolane based on models have fueled the its experience supporting distributedKBM Group sought a technology partner to marketing campaigns, the ability to next stage of growth forhelp it lay the groundwork for streamlining simplify even the most complex marketing KBM Group.”existing infrastructure, improving environments, and its deep expertise Tom Young, Senior Vice Presidentproductivity and reducing costs while in creating a dynamic 360-degree of Client Services, KBM Groupdelivering unmatched results for its clients. marketing view of customers. Ultimately,One such client is Danone, a leading global KBM Group sought a partner that wasprovider of fresh dairy products, water, capable of fully replatforming its existing OBJECTIVESbaby and medical nutrition. technology infrastructure, while simplifying • Replatform to consolidate campaign management and measurement of and database management with aThe Challenge: Insufﬁcient Data Silos revenue-driven campaigns. Neolane’s single providerand Multiple Vendors Were Costly single code-based platform, ease of use, • Improve marketing effectivenessKBM Group faced many challenges cross-channel capabilities and inbound/ across brands and geographiesincluding a campaign management system outbound fusion engine all contributed to • Create 360-degree marketing view ofthat was incapable of scaling, maintaining the ﬁnal decision that will drive a lower customers across channelsmultiple, siloed databases and managing total cost of ownership for the marketing • Move from simple segmentation tovarious external vendors—all of which service provider. more sophisticated personalizationcontributed to increasing costs, frustration RESULTSand deteriorating customer communication Ultimately, Danone’s limited resourcesfor its client, Danone. were leveraged into improved marketing • Replatforming decreases KBM Group’s costs by 30 percent efﬁciency, increased reactivity rates, andThey also sought a partner that offered higher value customers. • Ofﬂine/online channel integration to achieve 360-degree marketing viewﬂexible deployment models, such as • Increased data qualitySoftware as a Service (SaaS), with “Our relationship with Neolane allowsexperience delivering maximum uptime us to address the rapid expansion of • Improved customer experienceand ﬂexibility. communication channels available to • Measure ROI on uniﬁed customer data our clients through a single solution that • Increase campaign performanceKBM Group’s client, Danone, aspired to automates a broad range of marketing based on improved personalizationachieve conversational marketing via real activities, said Tom Young, Senior Vice ” capabilitiestime customer interactions based on a President of Client Services, KBM Group.