Challenge
A large telecommunications firm wanted to better leverage addressable media channels to improve the relevance and value of offerings to the customer as well as achieve greater marketing efficiencies within and across channels while improving campaign results.

Solution
The Allant Solutions Team developed a centralized contact management system for the client which takes in multiple campaign files pulled by different marketers across product lines via an internal campaign management tool. The system is designed to perform various data processing steps and apply a complex set of contact management business rules based on analytic reporting and measurement on past campaigns.

Allant tracks all campaign files through all channels to track sales volumes, capture dispositions, correct errors and generate reports. The volume, timing, cadence, channel and treatment variables within each campaign are managed within the Allant marketing automation solution which coordinates campaign activity across channels. The client has consistent daily information to adjust campaigns, and reallocate and balance lead flow across all channels and vendors.

Results
The client increased annual sales by 5% and reduced annual marketing operational costs by 15% realizing a 400% annualized ROI (pre-tax return) for consumer campaigns. The client achieved the goal of operationalizing contact strategy across channels to effectively manage and improve the customer experience.