Establishing regional Adobe campaign capability for NOW TV sees an all-time high number of products per customer
NOW TV Ireland was established 4 years ago, but due to its size, had always leveraged the UK’s Adobe Campaign resources. Thanks to recent growth (helped by Game of Thrones success) they decided to establish their own capability and CRM strategy. Merkle implemented Adobe Campaign for NOW TV, maintains the platform and has Campaign builders embedded in the UK team. This made Merkle the natural choice to support Ireland as they established their own capabilities away from the UK.
A number of challenges needed to be overcome in order to get Adobe Campaign up and running for NOW TV Ireland. Firstly, the team lacked technical experience – everyone was either a totally new user of Adobe Campaign or had limited experience. Practical experience also needed to be developed, with the creation of processes and ways of working with the new technology. Lastly, we would need to build the team’s confidence – especially as they didn’t want to make mistakes whilst moving away from being supported by the established UK team.
Taking into account the varying skill levels already present in the team, we delivered both foundational and intermediate Adobe Campaign training to NOW TV. The intermediate training sessions were tailored to the team based on our knowledge of the types of campaigns, the data model and the processes that NOW TV UK has in place (e.g. briefing and QA processes). This ensured consistency between the two markets.
Next we provided follow on support. This support delivered one person for two days per month, scheduled around the release plan to support before campaigns went live. The Merkle consultant primarily helped with quality assurance (QA), ensuring that there were no mistakes before campaigns were pushed live. They were also on hand to answer any technical questions, review workflows, check typologies and generally boost confidence.