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dunnhumby Eloqua

dunnhumby

dunnhumby is the global leader in Customer Data Science, empowering businesses everywhere to compete and thrive in the modern data-driven economy. We always put the Customer First. Our mission: to enable businesses to grow and reimagine themselves by becoming advocates and champions for their Customers.

With deep heritage and expertise in retail — one of the world’s most competitive markets, with a deluge of multi-dimensional data — dunnhumby today enables businesses all over the world, across industries, to be Customer First.

Client Challenge

PwC had been selected by dunnhumby to pick up the pieces of a failed implementation that Oracle & KPMG had delivered.  The entire stack across the business:

dunnhumby Eloqua

This engagement was not just Eloqua, this was across the entire stack.

dunnhumby had three different areas they wanted to roll out to, Americas, EMEA and South East Asia / Australia.

 

Approach

This was to be a three phased approach with each Oracle platform being set up by the different teams allocated to them at the same time.

EMEA was used as the blueprint since London was the central location, then this blueprint was refined and rolled out the different regions.

The Eloqua implementation was part of a wider marketing transformation program.  This program was designed to move the marketing department from being highly siloed, sending out one shot emails whenever they had a new piece of content to becoming more marketing automation focused.

The first six months were spent customizing Eloqua and the different integrations.  Then the next six months were spent in the on-boarding process.

dunnhumby was a challenging environment for a marketing transformation project.  It had grown from being a husband and wife team, it is a huge success however it appeared to me that a lot of people had their own “cottage industries” and it was difficult to get engagement in trying to change things, especially given the settings of a failed implementation by Oracle and KPMG.

They will do really well in the future, Devanshu Dixit was assigned as their Eloqua and Oracle Sales Cloud owner.  He learned both platforms really fast and was a great partner to have on the implementation.  I think that in the future they might be better created an internal Eloqua (infact span all online channels) agency that marketing send their Eloqua campaign requests to that would all be under Devanshu’s management.

Greg Staunton

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