The Client
Headquartered in Europe, the client is a global leader in precision test and measurement solutions, catering to high-performance sectors such as aerospace, automotive, energy, and industrial systems.
The Challenges
- With a growing portfolio and customer base, they faced increasing complexity in executing marketing campaigns that would target the right audience for their various product suites
- Non-relevant campaigns were leading to poor engagement, poor lead generation, and serious customer communication opt-outs
- Customer data was fragmented across multiple CRM and ERP systems due to rapid acquisitions, and Data Quality was poor due to the lack of Data Governance. As a result, customer insights around product affinity, cross-sell, and upsell opportunities were lacking.
The Objective
The client sought to create an integrated view of clean and enriched customer data across the organization, providing a mechanism for its marketing team to query the data for customer insights, plan campaigns, segment customers by multiple dimensions and filters, and measure campaign effectiveness. The targeted campaigns were expected to improve lead generation and average lead value.
The Solution
JK Tech delivered a solution based on the Gen AI orchestrator platform, JIVA. JIVA created a knowledge graph-powered, integrated data fabric that spans structured and unstructured customer data across all disparate sources, enabling a centralized view of customer data.
We further deployed a Graph RAG to enable natural language-based querying on the customer data fabric, which allowed the client’s marketing team to query the data along multiple dimensions, filters, and sources to derive insights, generate campaign ideas, and create customer segments for targeting.
- Ingested and cleansed over 2 million records from 6 different sources, removing duplicates and enriching with data from ZoomInfo and other external sources.
- Created an integrated customer data fabric from structured data (SFDC, SAP, Hubspot, Adobe, etc) and unstructured data (Product Brochures).
- Enabled information search and customer segmentation using natural language seamlessly across the customer data fabric, covering 3 years of transactional history and over 1000 documents
- Helped with a holistic Change Management Methodology and execution to transition 35+ marketing analysts to JIVA through extensive training, support, and adoption mechanisms like pre-defined query libraries for customer cross-sell, up-sell opportunity identification, etc.
The Benefits
- 76% improvement in Customer data Quality along dimensions like Accuracy, Uniqueness, Completion, and Linkages.
- 12% higher campaign responses due to improved customer targeting.
- 7% improvement in Lead generation/100 targets for the first 6 campaigns post-implementation.
- 3% improvement in average lead value for leads generated in Q1 post-implementation.
- JIVA is driving a data-driven culture powered by English language-based search for business managers and a rich and accurate single view of customers.
