The customer is a leading biotechnology company that seeks to invent, develop, and commercialize life-transforming medicines for people with serious diseases. Data is key to the organization as it helps business intelligence, analytics teams, and researchers conduct accurate analyses, derive meaningful insights and drive decision making processes.

The customer faced several challenges with their existing data. Firstly, the data resided in siloes spread across different geographies. This made it challenging for business users to find the relevant data for their use cases. Secondly, there were various formats and complexity of data available. Finally, there were no data access governance in place exposing all research data for consumption.

ADA built an end-to-end data pipeline to consolidate the disparate data sources and data formats into a single standardized data model. The data pipeline was augmented with data quality checks and tests to enforce rigorous data quality standards. Finally, we deployed a data governance tool to enable fine grained access controls across the business units.

Our client, a major consumer electronics manufacturer, boasts an extensive global presence with hundreds of operations worldwide. With more consumers shifting towards online shopping for electronics and gadgets, our client has strategically incorporated the built-in abandoned cart process as their preferred ecommerce solution, providing a versatile shopping cart system.

However, the client identified the need to enhance the flexibility of the abandoned cart process logic, as this is crucial to meet the dynamic demands of consumers.

While a substantial number of shoppers add desired items to their carts, only a fraction proceeds to the checkout stage. The drop-off not only affected the conversion rate but also highlighted a significant loss for our client.

ADA helped implement CDP and integrated it with CRM solution, devised automated emails targeted at the identified audience. As a result, the cart abandonment rate was reduced, and revenue increased.

Through the implementation of CDP, ADA executed an optimized abandoned cart workflow process by leveraging ingested customer data, encompassing opt-in details, product information, quotes, orders, inventory, and coupon data.

We developed a system that continuously gathers additional data, specifically inventory and coupon data to enhance the data pipeline. The CDP platform served as the central hub governing the entire logic of the process:

• It orchestrated the extraction of the target audience ‚Äî those who had left items in the cart for 15 minutes ‚Äî and identified the two most expensive products in the cart.
• It integrated coupon data with this information.

An outreach plan was devised, involving automated email targeted at the identified audience. This occurs 3 times over the span of 3 days, via a designed sequence:

We integrated the CDP system with CRM solution, MAPP. The interface was designed to send the target audience list along with details of the two related products including their SKUs and images.

• MAPP then generated email content with relevant product information.
• MAPP sent campaign emails to the identified target audience.

The CDP system ingested and consolidated the marketing response data received from MAPP, ensuring a cohesive approach to monitoring and analysing the effectiveness of the implemented solution.