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Exmplar gives clients “personalized” QlikView reporting for better results
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
Exmplar Inc., a leading e-marketing services company, designs and executes complex, data-driven marketing campaigns across multiple channels. The company's 'Brand Personalization' process allows clients to uniquely personalize mail, web pages, print promotions, call center scripts, and even retail spaces. However, despite its in-depth knowledge of customer habits, Exmplar only had static reporting to deliver to its clients. The follow-up queries based on those reports triggered a time-consuming 'one-off' response. Exmplar's VP of Analysis, Jim Williams, started looking at BI tools, but even getting a proof-of-concept from the traditional vendors was a major effort.
About The Customer
Exmplar Inc. is a leading e-marketing services company that designs and executes complex, data-driven marketing campaigns across multiple channels. The company's 'Brand Personalization' process allows clients to uniquely personalize mail, web pages, print promotions, call center scripts, and even retail spaces. Exmplar works with some of the world's leading retail and e-commerce companies, including 1-800-Flowers, Staples, Gevalia, and Improvements Catalog. The company uses a two-year history of client data to determine product affinity, customer affinity, and price segmentation, and then creates rules-based, targeted promotional email campaigns. This extends to website personalization as well.
The Solution
Exmplar decided to use QlikView to make the analysis available directly to clients so that they had different ways to slice and dice data, instead of having to run custom reports every time a client had a query. Clients can access their QlikView information via the web, using a simple Internet Explorer plug-in, and customize QlikView reports according to the way they are used to seeing information within their own company. Exmplar can do 'event-triggered' analysis, based on a recent promotion. For example, Staples can analyze how sales track against the timing of a specific email campaign. 'Since we have a transaction history, we can infer relationships between clicks on an email and sales at the local store and chart the correlation,' Williams explained.
Operational Impact
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