Capability: Data Strategy

Accelerating value realisation with CACI and Braze

Posted on: 6 July 2021

Braze’s recently published 2021 Global Customer Engagement Review is a report worth reading for customer-oriented marketers. Through research and in-depth analysis of customer experience data, Braze has gleaned vital insights into what separates brands that deliver a poor experience with those that excel (Braze titles these the “Ace” brands).

One stat that particularly caught my eye was that Ace brands are 56% more likely to exceed their revenue targets. And this is across all areas of customer activation, conversion, monetization and retention. They are leveraging all the features of Braze’s real-time customer engagement platform to improve the customer’s experience which in turn leads to more customers spending with the brand.

Set out below are the differences between brands delivering legacy customer experiences, and how Braze’s Ace brands are performing. It’s clear that Braze is enabling customer focussed organisations to create experiences and communications that resonate and connect with the recipient.

At CACI we’re helping brands to get the most from Braze. We’re a trusted partner at implementing, optimising, integrating and running Braze for our mutual clients. The work we’re doing with brands who want to be classed as Ace has highlighted five areas where value realisation can be accelerated:

  • High quality implementation of Braze – without this there may be challenges accessing or relying on the data that Braze holds
  • Real-time data integration – to deliver meaningful in the moment experiences, Braze requires fresh data
  • Optimisation not migration – when migrating campaigns from your old platform, take the time to optimise them based on Braze’s capabilities
  • Accelerate personalisation and optimisation – change business practices to enable more continual improvements to your campaigns and comms
  • Have the right model of expert support – whether it’s for creative assets or execution of CRM activity; you need the right type of agency relationship

CACI has now developed a set of Braze Accelerators designed for CRM teams who need to achieve greater results in a reduced timeframe.

If you’d like to find out more about how we could enable your brand to achieve more with Braze, get in touch and I will send you a copy of the presentation on our accelerators.

CACI and North Bristol NHS Trust collaborate for NHS Nightingale hospital Bristol project

Posted on: 24 June 2021
CACI and North Bristol NHS Trust collaborate for NHS Nightingale hospital Bristol project

At the beginning of April 2020, North Bristol NHS Trust (NBT) was asked by NHS England to host the new NHS Nightingale hospital being built at the University of the West of England’s (UWE Bristol) Frenchay campus. In addition to hosting the Nightingale Bristol, they needed the ability to fulfil both operational and financial reporting and the statutory submissions of core Inpatient Commissioning Data sets.

As a valued customer of CACI and large user of the CACI NHS Data warehouse InView, NBT turned to our Business Intelligence (BI) team to implement a solution that would meet the statutory requirements within a critical timescale. The solution would need to produce key statutory reporting as well as integrate with the trusts existing processes and reporting toolset.

Implementing the right solution in a small timeframe

To meet the requirements and timetable, CACI knew the best solution would be to implement a version of the trust’s data warehouse environment, specifically for the Nightingale Bristol data. This solution would provide a consistent set of data structures that trust staff understood and allow for the re-use of existing outputs already in use.

Taking this approach would mean using InView, which CACI had been appointed to implement in 2017 and had been successfully live at the trust since 2018. As InView is modular by design, CACI could quickly implement all of the key elements need to meet the functional requirements for the Nightingale Bristol.

As CACI maintains InView to national standards, this would give the trust the ability to group the data as standard and produce statutory CDS submission out of the box. Alongside this, by using the same data structures to the trust’s data warehouse, the solution would be able to re-use existing processes for processing SLAM files and reporting data, using the trust’s current reports and dashboard applications

The CACI BI team managed the implementation of the project on behalf of the trust and provided the support through the user testing process.

What NBT have to say

Based at UWE Bristol’s Exhibition and Conference Centre, the NHS Nightingale Hospital Bristol is hosted by North Bristol NHS Trust (NBT) and staffed by people from many NHS organisations across the south west as well as volunteers. It will provide up to 300 intensive care beds for people with COVID-19, if local services need them.

Speaking to the CACI team about the project, David Hale, Assistant Director of Informatics: Business Intelligence (NBT) told us:

“As part of hosting the regional Nightingale response, North Bristol NHS Trust engaged CACI to support the development of our statutory data processing and reporting via their InView platform. CACI’s response was immediate and comprehensive. CACI representatives formed part of an expert virtual team – spanning multiple organisations – working solidly for three weeks to enable the Nightingale Bristol facility to become operationally ready on time. The success of CACI’s involvement emphasises the importance of excellent relationships and close collaboration when faced with an urgent need. We thank CACI for their valuable support and partnership as part of North Bristol NHS Trust’s Nightingale response.”

You can find out more about our work with NBT here, or to find out more about the actionable insight solutions we provide across the NHS, visit our healthcare page.

Five challenges of personalised marketing

Posted on: 10 August 2020
Five challenges of personalised marketing

PERSONALISATION IS A CHALLENGING TOPIC

Some organisations just don’t get it. How do you change things at your company?

Almost two thirds of consumers expect to receive personalised offers as standard and 63% of consumers would stop using companies who provide poor personalisation. Effective personalisation presents a huge opportunity for marketers who can master it. The rewards are potentially great. But so are the risks of delivering it badly.

Marketers are finding it harder than ever to reach and convert consumers across channels. So smarter targeted messaging is an absolute must to connect with customers.

Working with clients in a wide range of sectors, we’ve been helping marketers crack the conundrum. The most successful organisations are combining a range of technologies and expertise in data, campaign management and channels to achieve impactful results.

Typically, we find there are five main challenges to overcome in creating an effective and sustainable personalisation model that can continually adapt to changing customer needs.

  1. MULTIPLE VIEWS OF THE CUSTOMER

    Customer data is typically acquired over time and is kept in different repositories and formats. Multi-channel personalisation requires a complete and accurate 360 degree view of every customer. Identifying, matching, cleaning and integrating diverse records and information is a complex challenge.

  2. SEPARATE TOOLS AND CHANNELS

    Enterprise businesses currently use up to 91 different marketing cloud services. Marketing technology (even when it comes from a single vendor) is hard to connect, because different tools have their own unique data models and capabilities. To provide a personalised, seamless, omnichannel experience, tools need to work in harmony.

  3. DISCONNECTED DATA

    Many customers are willing to provide more data, if they can see that it’s being used to their advantage to provide more relevant communication. Around the organisation, there’s demand for different insights at different times, so teams collect new data from a range of sources to meet a particular need. It’s hard to funnel this relentless deluge of new data into the mix and making it accessible immediately, to match current behaviour and preferences.

  4. SILOED DECISIONS

    Communication decisions may be made by a number of different teams – from customer services, marketing and sales to IT and operations. Customers receive communications from several platforms – they can be contradictory and repetitive. This undermines the whole purpose of personalisation, creating an impression that your organisation doesn’t understand the customer and places little value on quality. To compound the problem, feedback from different campaigns isn’t built back into a central knowledge base. Effective personalisation strategies avoid this by using automation to combine technology and decision-making.

  5. OPERATIONAL INEFFICIENCY

    Collectively, customer engagement teams aren’t productive because they’re underusing the technology in the business. That’s typically either because of its inherent complexity or a lack of training. Through a single personalisation platform, you can integrate all your campaign and communications systems into a single marketing stack that gives more power and insight to everyone.

FOR MORE INFORMATION

We’ve partnered with Braze, Tealium and Snowflake to combine world-class technologies that create a powerful, user-friendly platform capable of high-volume delivery of sophisticated, personalised campaigns.

CACI’s Customer Personalisation Platform empowers marketers to model and deliver incisive and high-impact personalised campaigns. Our experts help clients customise and deploy it to start delivering ROI quickly.