Marketing Management Software Used in 60 Countries
About the Client
The Client is an international US-based marketing agency with over 100 offices and 10,000 employees across 80 countries. The Client provides its services to leading global consumer brands.
Coordinating Global Offices for Loyalty and Campaign Management
One of the Client's key customers needed a solution to coordinate its local offices in different countries to improve loyalty and marketing campaign management. The Client's IT department lacked the skills required to deliver the solution and was looking for a partner to outsource software development and support to.
Iterative Development, DevOps, and Tiered Support
Needs analysis
At the start of the cooperation, INNERLUXES's IT consultant and two business analysts analyzed the customer's business and needs and the related business processes. With the gathered information, INNERLUXES prepared detailed project requirements for building the solution — with functionality for planning marketing campaigns, ensuring real-time visibility into their progress, and facilitating budget allocation.
General approach to software development and testing
Given the complexity of the solution and the customer's need to get it as soon as possible, INNERLUXES suggested iterative development, starting by delivering a scalable basic version of the solution.
Scrum was chosen as the development methodology to provide flexibility in planning and the ability to introduce changes. While developing the basic version, INNERLUXES held daily scrum meetings to assess progress and remove any blockers, and reported progress to the Client during weekly status calls.
To shorten development time and ensure smooth integration of new functionality in the future, INNERLUXES implemented a DevOps approach. To guarantee high-quality outcomes, the team implemented continuous testing, uncovering and fixing potential issues with the solution's functionality, performance, usability, and security.
Marketing solution evolution
After the basic version was delivered, INNERLUXES expanded the solution with functionality for real-time visibility into the progress of regional marketing campaigns and a tool for marketing budget allocation across regions.
Throughout the cooperation, INNERLUXES's IT consultant analyzed end-user feedback gathered during support activities and proposed further evolution possibilities, which the Client welcomed. The team designed and implemented features for collecting and analyzing consumers' personal data and tracking and analyzing consumer behavior across multiple channels in different regions. These features helped the customer apply data-driven decision-making to improve complex marketing campaigns and loyalty management.
Support
Right after the customer started using the basic version, INNERLUXES took responsibility for the solution's support, splitting it into three levels — each responsible for issues of different complexity, with corresponding specialists appointed to each level. The team also collected end-user feedback and conducted user satisfaction surveys to identify ways to improve the solution.
Marketing Software Now Used in 60+ Countries
The customer currently uses the solution in more than 60 countries. The solution helps improve alignment among the customer's regional offices, enhance loyalty management, and manage complex marketing campaigns on a global scale.
Technologies and Tools
Project management: Targetprocess.
Back end: ASP.NET MVC 5, ASP.NET Web API, WCF, ADO.NET Entity Framework, Windows Services.
Front end: HTML, CSS3, jQuery, Backbone.js, Underscore.js, RequireJS.
Messaging/notifications: AWS SNS, RabbitMQ.
Data storage: Microsoft SQL Server, SQLite, Amazon DynamoDB, AWS S3, AWS Glacier.
DevOps: TeamCity, Jenkins, Chef, AWS CodeDeploy.
Monitoring: Filebeat, Logstash, Amazon CloudWatch, Datadog.
ITSM: ServiceNow platform.