PAYBACK Expands Collaboration With artegic

PAYBACK (an Ame­ri­can Express com­pa­ny), Germany’s lea­ding loyal­ty pro­gram­me as well as lar­gest mul­ti-chan­nel mar­ke­ting plat­form and artegic, con­sul­ting and tech­no­lo­gy pro­vi­der for digi­tal CRM, expand their col­la­bo­ra­ti­on. In addi­ti­on to ope­ra­ting the e-dia­lo­gue plat­form for news­let­ters and cam­pai­gns, PAYBACK is now loo­king at rea­li­sing new and inno­va­ti­ve app­li­ca­ti­ons. PAYBACK is one of the lar­gest mar­ke­ting plat­forms word­wi­de and reaches more than 30 mil­li­on custo­mers in Ger­ma­ny through off­line, online and mobi­le chan­nels with over 28 mil­li­on users. Core of the digi­tal dia­lo­gue mar­ke­ting plat­form is a con­tent pro­ces­sing and work­flow solu­ti­on deve­lo­ped by artegic for the effi­ci­ent col­la­bo­ra­ti­on bet­ween PAYBACK and over 650 part­ners and agen­ci­es. By using artegic’s con­tent pro­ces­sing solu­ti­ons, PAYBACK has alre­ady been able to cut more than 25% of its total expen­dit­u­re of time invested in the crea­ti­on of news­let­ter cam­pai­gns. Fur­ther­mo­re, artegic sends email com­mu­ni­ca­ti­on and lifecy­cle com­mu­ni­ca­ti­on on point balan­ce of the PAYBACK users via its own inter­na­tio­nal deli­very plat­form PAYBACK and artegic have been working toge­ther sin­ce 2010.

Digi­tal dia­lo­gue is one of the most important com­mu­ni­ca­ti­on chan­nels for PAYBACK with its 28 mil­li­on users. PAYBACK bene­fits from artegic’s up-to-date real-time CRM & mar­ke­ting auto­ma­ti­on plat­form.  This enab­les PAYBACK to approach users with custo­mi­sed com­mu­ni­ca­ti­on at the right moment and in the right con­text without time delay. Users recei­ve sui­ta­ble com­mu­ni­ca­ti­on on their mobi­le ter­mi­nal devices in less than 10 seconds after using their PAYBACK card at the check-out. Cur­rent data, such as point balan­ce, are pro­ces­sed in real time.

In 2015 alo­ne, 500 mil­li­on cou­pon emails with offers from part­ner com­pa­nies were sent via artegic tech­no­lo­gy. Thanks to the user-spe­ci­fic indi­vi­dua­li­sed emails, part­ner com­pa­nies achie­ve dif­fe­rent goals from custo­mer reten­ti­on to custo­mer inten­si­fi­ca­ti­on and up-sel­ling or cross-sel­ling. For maxi­mum rele­van­cy, the com­mu­ni­ca­ti­on is sent in several thousand dif­fe­rent, high­ly indi­vi­dua­li­sed vari­ants so that every user will recei­ve con­tent which is attrac­tive to him.

Individualising Through Automated Content Processing

Without pro­cess auto­ma­ti­on and a high per­for­mance pro­ces­sing and real-time data inte­gra­ti­on, the lar­ge volu­me and the high degree of indi­vi­dua­li­sa­ti­on could not be mana­ged eco­no­mi­c­al­ly. artegic tech­no­lo­gy offers a power­ful base with its ELAI­NE Real-time Mar­ke­ting Auto­ma­ti­on core. Real-time data can be updated during the cam­pai­gn run and con­tent can be con­tex­tual­ly adap­ted e.g. when a user opens an email. artegic has recei­ved mul­ti­ple awards for its inno­va­ti­ve imple­men­ta­ti­on of real-time mar­ke­ting abi­li­ties, inclu­ding the Inter­na­tio­nal and Ger­man Stevie Award and the ECO Inter­net Award.

“We are very hap­py that with artegic we have an expe­ri­en­ced email tech­no­lo­gy pro­vi­der at our side for our agi­le deve­lop­ment of new and inno­va­ti­ve real-time mar­ke­ting pro­ducts”, says San­dra Prin­zen­berg, Direc­tor Mul­tich­an­nel & Lifecy­cle Manage­ment at PAYBACK.

To secu­re the necessa­ry pro­cess effi­ci­en­cy, artegic deve­lo­ped an auto­ma­ted con­tent pro­ces­sing solu­ti­on for PAYBACK which can dis­play the com­plex con­tent con­di­ti­on logic in an effi­ci­ent way. This solu­ti­on inclu­des the adop­ti­on of plan­ning data and cam­pai­gn brie­fings  from Excel-based ELAI­NE cam­pai­gn she­ets, the crea­ti­on of teasers via an inte­gra­ted online gra­phic edi­tor, as well as the work­flow manage­ment for the coor­di­na­ti­on of gra­nu­lar chan­ges and the clea­ring of part­ners and ser­vice pro­vi­ders. The most important requi­re­ments from PAYBACK on the email mar­ke­ting tech­no­lo­gy employ­ed, are the dis­play of the con­tent con­di­ti­on logic, com­pre­hen­si­ve abi­li­ties for mar­ke­ting auto­ma­ti­on, the sup­port or dis­play of the crea­ti­on and appro­val pro­cess, as well as the hig­hest level of data secu­ri­ty, relia­bi­li­ty and send qua­li­ty.

“Due to our high­ly indi­vi­dua­li­sed mar­ke­ting, we have a very com­plex envi­ron­ment. artegic offers the necessa­ry tech­ni­cal solu­ti­on to suc­cess­ful­ly and effi­ci­ent­ly dis­play the pro­cess inclu­ding the com­mu­ni­ca­ti­on per­so­na­li­sed in real time. With ELAI­NE, we have found the most sui­ta­ble tech­no­lo­gi­cal plat­form for our high­ly deman­ding tasks. artegic sup­ports us to con­sistent­ly mas­ter new requi­re­ments and inno­va­ti­ve approa­ches”, says Mark Brauch, Direc­tor Digi­tal Direct Mar­ke­ting at PAYBACK.

“Indi­vi­dua­li­sed mar­ke­ting on this level requi­res the pro­ces­sing of a lar­ge num­ber of gra­nu­lar con­tents. The abi­li­ty of quick and effi­ci­ent con­tent pro­ces­sing can be seen as the core of rele­vant and tar­get-spe­ci­fic com­mu­ni­ca­ti­on in the digi­tal dia­lo­gue. In the col­la­bo­ra­ti­on with PAYBACK, we are loo­king for­ward to being able to rea­li­se inter­na­tio­nal­ly high­ly deman­ding tasks in this area”, exp­lains Ste­fan von Lie­ven, CEO at artegic AG.