Melbourne Racing Club & Microsoft Dynamics

29th March 2017

Agenda• Background• Approach• Technology• Development• Measures of success• Lessons learned

The Business Challenge• Disparate systems for the tracking of management of

member and non member related activity across a number of platforms;• Ticketing & Attendance• Entry Control• Point of Sale • Communications

• Poorly implemented marketing automation tool• Transform a largely non digital business to digital • Data driven decision making

Core Aim: Delivering a consolidated view of our members and a place to capture phantoms

Highly targeted emailTransition from sending generic emails to all members to sending personalised, and relevant email only when we need to (reduce spamming members)

Driving event attendance

By building up a database of GA ticket purchasers and tracking event history we can drive the right customers to the right events.

Member optimisationDrive incremental revenue and change customer spend and churn behavior. eg we will be able to identify “high-spend” or “high risk of churn” members and preemptively communicate with them to change their behaviour.

Email

Events

Loyalty

In-venue communicationsSending personalized and valuable offers to members as they enter our venues eg dining offers when we have capacity.

SMS

Members activityEBMS Rich information about members,

prospects, loyalty and attendance activity.

GA TicketingTicket

sContact details for general admission ticket purchasers via the new MRC ticketing platform

Spending habitsPOS Spending habits for loyalty customers

and members, brand preferences etc

Entry controlVAST Track when members and ticket

holders actually attend, understand when they are in our venues

Fractured customer data sources

CRM Elite marketing capability

Technology Challenges• Traditional IT Team• Limited or no development skills in house• Low tech approach – “Old School”

• On premise

• Digitally Transform the business• Innovate

Engagement & Business Support

• Executive Support & Buy in is key

• MRC executive team had completed the 2020 business strategy• Just needed a IT slant and application to it

Approach• Identified key products in the “sweet spot” of CRM • Gartner Magic Quadrant

• Dynamics CRM, Salesforce Marketing Cloud

• Looked for vendors whom had strength in this space

• Developed an agile RFP process with strict governance and key specific deliverables

Brief to vendors• Open and transparent with key objectives & outcomes• No skeletons or hidden agendas• This is the key problem, help us on the journey• Work hand in hand not alongside

RFP Process• Vendors given specific detailed requirements;

• Interactive demonstrations• Showcase or demonstrate what the solution would look like

• Vendors scored and systematically evaluated;

• Capability, historical achievements, partnership, pricing

Vendor Selection

High Level Technology Stack

VAST

EBMS

TASK POS

TICKETSAUCE

ADX STUDIO

@

Data Sources Segmentation

Communication

Detailed Technology Stack• Totally Cloud Hosted• Dynamics CRM • Azure for key servers for integrations (API)• Logic Apps (Middleware)

Development Process• Agile Methodology• Don’t knock it until you’ve tried it !

• FAST ! Quick results

• Daily, Weekly Reporting

• Stand-ups, showcases & Town Halls !

• Accountability

Lessons Learned• User Acceptance Testing• Needs to be managed and owned at an executive level

• Follow the path – agile will guide you and expose issues before they are major• Showcase progress

• #squadgoals #teamgoals

Measures Of Success• Set KPI’s for the ROI upfront • Increases in active member communications

• More relevant emails / sms• Decreased in wasted communications

• Increases in advanced purchases • High penetration with member communications• Real time communications

• SMS and Activations• Detailed information about phantoms !

• Dynamics was “best fit” product for our specific needs based on a couple of key factors;

• Total Cost Of Ownership• Overall Technical Solution – as per the business challenge.• Integrator & Vendor Support• Product Roadmap• In tune with with our business

Why Dynamics ?

Thank you.