“Digital transformation is commonly characterized as a journey, so the initial step is determining your destination” says Alicia Bandinelli. “That’s why we always start by clearly defining the business ambition. Then we can start evaluating the different routes. Through tech- and data-driven analysis of the capability gap, we detail the stops along the way to bridge it. We then prioritize use cases that will generate high business value and build a MarTech roadmap that we implement through an agile approach”. In and by itself this is neither a remarkably unique methodology, nor a guaranteed one. But that’s where The House of Marketing’s distinct strengths come into play.  

Multi-disciplinary expertise as an essential resource 

“One of our biggest strengths is that within our group, Customer Collective, we can not only call on the business-focused strategists from The House of Marketing, but also on the tech and data specialists of addData and Dignify”, explains Alicia. She’s adamant that this allows those business strategists an insight into which new technologies are out there, as well as their potential relevance to a client.  

The multi-disciplinary expertise is complemented by several other distinct strengths: an ingrained data driven approach and a phased implementation, all notably further enhanced through the integration of change management. According to Alicia, getting different teams on board and ready for transformation often proves the biggest obstacle to success. Ensuring people are engaged and trained to use the technology to its full potential, is critical.  

These distinct strengths feed into and facilitate the two lenses through which The House of Marketing tackles transformation: increasing marketing efficiency and enhancing the customer experience.  

Cutting edge tech to enhance efficiency.  

When talking about enhancing marketing efficiency through transformation Alicia Bandinelli lists adopting automation, streamlining workflows and using data to optimize campaign performance and reduce spending. As a matter of illustration, during a recent project her team realized a significant cost-per-acquisition reduction for a large industrial machinery manufacturing company by leveraging technology that allowed dynamic campaign creation. With this technology the client could efficiently advertise its entire product catalog across multiple channels, while also ensuring relevance and accuracy of its ads. In other scenarios, AI is used to free up precious time, the team can now spend for more added-value tasks. “A recent use case we implemented for a retail chain, was one where we leveraged AI to adapt the product descriptions to the requirements of big marketplaces like Amazon and Bol.” illustrates Alicia. 

 Tech, data & continuous customer research to enhance their experience 

The second lens through which Alicia aims to bring about successful marketing transformation is by leveraging technology and data to create a more relevant, engaging and personalized customer experience. Here real-world projects range from automated onboarding journeys to ‘next best action’ campaigns and personalized call-to-actions (CTA) where you start with soft CTA for first-time website visitors to warm them up before showing harder CTA, like book a demo or buy the product.  

Rather than thinking about user research at the start of the project, The House of Marketing infuses gathering and analyzing customer data at every step, which is sustained throughout the digital product development process. Being able to call upon the data experts of fellow Customer Collective entities makes this seamless, highly efficient and allows for that distinct and essential customer centricity.