Making data-driven decisions using a customer data platform (CDP)

Combining data from several sources for patient journey mapping, campaign personalization, and more marketing success

Client background

Our client is a leading healthcare provider, well known for its cancer treatment and research in the United States. The organization works with multiple partners and marketing agencies to deliver a variety of brand communication, fundraising and digital marketing campaigns.

Business challenge

Marketing leadership was not able to track the overall patient journey across various online and offline channels.
Marketing campaigns were not personalized due to lack of available data about the website visitor.
Multiple systems across the organization were not interacting with one another and had data in silos.
Lack of centralized database to store and analyze customer data/marketing data generated from different marketing campaigns and customer touchpoints.

The solution

After a detailed analysis of the situation, HGS Digital suggested implementation of a robust customer data platform that could combine the data from various systems. Additionally, it could be used to create a 360-degree view of web visitors, so that the marketing team could segment the audience better and personalize the web experience for these users.
HGS Digital was instrumental in evaluating the right CDP vendor for the client and creating an overall CDP vision, roadmap and an implementation approach.

Results

Improved data collection and analytical capabilities helped the healthcare provider use data to make day-to-day decisions.
The targeted segment data was shared with various 3^rd party agencies as needed to ensure the overall marketing and advertising was coordinated, thereby increasing marketing effectiveness.
Additionally, the marketing team is using the data to create web personalization strategies in order to make the user journey more efficient.

Global locations

USA • UK • Canada • UAE • India • Philippines • Jamaica

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