At a glance
A large government agency wanted to improve its reach and connect with audiences wanting to serve their country. Laden with rigid system architecture and legacy technology, the agency’s goals were difficult to achieve without introducing modern marketing practices that require scalable technology and data. Credera partnered with the client to develop a future-state technology architecture and roadmap for change, then designed and implemented a cloud-native environment that included a single customer view (SCV) data analytics solution as the first step in their journey. This was all accomplished while adhering to strict security and compliance requirements.
Upgrading outdated systems to enable a modern marketing environment.
The client lacked visibility into the data across their entire customer journey, inhibiting them from understanding existing pain points and optimising their customer experience. When they missed their conversion goals in 2018, they knew something needed to change as their legacy systems could not adapt to modern marketing techniques. The client engaged Credera, alongside other Omnicom agencies, to design and build a modernised system that could operate within a highly secure environment and pass strict security requirements. Additionally, they engaged Credera to transfer existing data and processes from their legacy environment into the updated system with minimal to no disruption in day-to-day operations.
Designing and building a modernised marketing platform.
Credera, in collaboration with other Omnicom agencies, designed the future-state marketing technology architecture while adhering to federally mandated security regulations. The team created and led the teams through multi-year roadmaps and plans managing the technology transformation, federal accreditation processes, and organisational change to achieve the client’s goals.
One component of the solution was to design and implement a serverless data analytics solution, the single customer view (SCV), using:
Credera also streamlined processes, upgraded legacy technology, and led the vendor selection and configuration of an omni-channel marketing orchestration tool.
Enabling modern marketing and increased customer conversion.
Credera built the foundation for continued growth and transformation by establishing a modern marketing architecture that will enable targeted messaging and content with full funnel reporting. By orchestrating cross-agency and workstream collaboration, the team aligned stakeholders to define government processes, design secure environments, and ensure proper data regulation.
As the production infrastructure continues through the review process to receive federal government security approval, the client is equipped with the tools to improve and modernise their customer journey. Credera will continue to partner with the client to ensure seamless deployment and operationalise our detailed migration roadmap to sunset the legacy environment.