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ROI for PGi: User Adoption & Engagement

Premiere Global Services, Inc.


Background

Premiere Global Services, Inc. (PGi) has been a leading global provider of collaboration software and services for over 20 years. They have a global presence in 25 countries on five continents and an established base of over 45,000 enterprise customers, including 75% of the Fortune 100 companies. In 2011, PGi began transitioning their business toward a SaaS model with a goal of positioning themselves as a leader in business collaboration software applications. In a highly competitive conferencing and collaboration market, PGi is aims to differentiate by providing value-adding services to their clients such as ongoing user training and analytics on efficiency gains.

Challenge

In order to support both user adoption and base marketing activities, PGi wanted to track more detailed customer interactions. SilverPop was selected as the marketing automation tool, however the customer, campaign and usage data were not in a usable state. The specific challenged PGi faced included:

  • Inconsistence data sets across various disparate data sources
  • Email campaign lists formulated manually on marketer intuition
  • Non-existent reporting automation
  • Custom development required to integrate any technology solutions
  • Inability to automate lead routing from base campaigns into PGi’s Salesforce CRM database
  • Marketing analytics limited to basic email response data

Solution

CCG designed and developed a Marketing Data Mart to support both the marketing automation within SilverPop as well as a self-service reporting environment. Beginning with core attributes, CCG used best-practice automated data consolidation procedures (ETL) to improve PGi’s customer hierarchy data. CCG was also responsible for the automation of existing manual business rules into the Data Warehouse ETL layer and a new self-service universe for ad-hoc reporting.

The following objectives and benefits were set and realized as part of this project:

  • Consolidate end user data into single database
  • Enable marketing automation based on user profile and usage behaviors
  • Normalize PGi-legacy data
  • Aggregate all usage under a single user for holistic view of customer, allowing for personalized marketing activities based on historic data and specific product interactions
  • Enable out-of-the-box integration with other software tools

The data mart further supported PGi’s goal of improving user adoption and base marketing activities by allowing for integration to technology solutions that drive and provide customer insights. These customer insights will influence marketing and sales efforts, transforming reactive campaign activities to proactive, purposeful customer engagement. Long-term benefits of this engagement include improved new customer adoption, increased upsell/cross-sell conversions, and driving customer retention.

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Quick Facts

  • Industry - Information Technology
  • Technology - SIlverPop
  • Headquarters - Atlanta, GA
  • Website - www.pgi.com
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