MarTech - Digital Transformation Project
Tourism NT’s marketing technology platforms were no longer strategically aligned with business and operational requirements.
I undertook an audit of the MarTech stack and created a program of work to drive higher adoption and ROI
My audit uncovered high costs to run the marketing technology platforms, with little return on investment against set KPIs and business objectives. As a result, I undertook a program of work that included:
An intensive market research and tender project to identify the best platforms to suit Tourism NT’s needs.
A training program to upskill and encourage adoption across the marketing team, therein reducing the liability inherent in limiting skills and knowledge to one to two team members
A migration of data and use-cases from Adobe Analytics to GA4
The development and integration of a new personalisation platform and customer data platform
The adoption of Mailchimp, integrated into the stack and acting as the email sending platform with triggered journeys based off user behaviour and preferences.
The project is still underway and has been designed with KPIs including:
Media expenditure savings and reinvestment (10% savings)
Adoption penetration (at least 60% of the staff trained)
Personalisation activities (always-on and personalisation campaigns)
Lead generation goals (20% increase y.o.y)
Further reading can be found here: