In an increasingly competitive market, Phone House, a leading telecommunications services company, has drastically improved its operational efficiency and optimized its marketing campaigns thanks to an ambitious automation project developed by Crayon using AWS (Amazon Web Services) technology. This project has not only accelerated its processes but also enhanced the segmentation and personalization of campaigns, leading to increased conversion rates and customer satisfaction.
The Challenge: Manual Processes and Disconnected Systems
Phone House, recognized for its omnichannel strategy that combines physical stores with a powerful eCommerce platform, faced significant technological limitations. Manual processes for extracting, segmenting, and loading data for marketing campaigns were resulting in excessive time and resource consumption.
Some of the main barriers included:
- Disconnected and non-scalable systems that hindered the management of large databases.
- Manual data extraction and processing, which were prone to errors.
- Limited segmentation and a lack of advanced filters for personalizing campaigns.
- Delays in reacting to market opportunities due to the technical team’s overload.
The Solution: Migration and Automation with AWS
To address these challenges, Phone House turned to Crayon, an expert in IT services and innovation, which proposed a scalable solution based on AWS infrastructure. The project involved a multidisciplinary team of data engineers and a solutions architect who worked closely with the IT, Marketing, and Data teams at Phone House to understand the logic of their business and proactively optimize it.
Main steps of the implementation:
- Migration from Oracle to AWS Redshift:
Using the AWS DMS service, data was migrated to the Redshift storage service, facilitating efficient access and analysis of information. - Creation of a data mart:
Information was organized for advanced analytics, enabling the management and processing of large volumes of data more quickly. - Automation with AWS Lambda:
The data collection and file generation for loading into marketing applications were fully automated, eliminating errors and speeding up processes. - Training the internal team:
The solution was completed with training sessions for Phone House staff, ensuring proper adoption of the new tools.
Results: Time Savings, Increased Conversion, and Happier Customers
Thanks to the implemented automation, Phone House has drastically reduced the time required to launch marketing campaigns, going from weeks to days or even hours. The greater operational efficiency has allowed for resource optimization, generating cost savings that have been reinvested in key areas of innovation and competitiveness.
“With the automation carried out by Crayon, we went from taking weeks to launch a marketing campaign to days or even hours. The savings in operational costs are reinvested in other areas to improve competitiveness and innovation,” explains Raquel Martín del Campo López, Head of Data at Phone House Spain.
The integration of processes has eliminated the errors that burdened the previous business logic. Now, campaigns can be precisely segmented and customized in detail, reaching customers at the right moment with the right message, which has significantly increased the conversion rate and customer satisfaction.
A Strategic and Collaborative Approach
The key to the project’s success has been the close collaboration between Crayon and Phone House, with a focus not only on solving immediate needs but also on preparing the infrastructure for future growth.
“Crayon’s commitment has been total. From the beginning, they understood our business and its challenges. Their proposal not only addressed our immediate needs but also considered our future growth and evolution,” emphasizes Unai Obieta, Director of Technology and Digital Transformation at Phone House Spain.
Conclusion: A More Efficient Infrastructure for the Future of Marketing
The implementation of this new infrastructure based on AWS has enabled Phone House to move towards a more agile, efficient, and competitive model. Automation and the ability to analyze large volumes of data have transformed their marketing operations, allowing for greater adaptability and optimization of their campaigns.
With a strategic approach and the support of Crayon, Phone House positions itself as a benchmark in the use of advanced technology for customer acquisition and retention in an increasingly demanding market.
For more information about this success story, you can access the explanatory video provided by Crayon and Phone House.
About Crayon
Crayon is a global IT services and innovation company with over 3,700 employees in 46 countries. Specializing in optimizing companies’ technological assets, it offers solutions and services that generate value and foster innovation and sustainable growth.
Photo and note via: Crayon