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Omnichannel marketing automation in UPC Poland
5 different markets, one unique platform

Three times more supported communication channels and more campaigns carried out every month. These are just a few of the results of the implementation of marketing automation solutions at UPC in Poland and three other countries of the CEE region by the Data Force Group. The solution supports the UPC strategy involving the creation of value in order to increase customer satisfaction. American group Liberty Global is the largest international cable TV operator

American group Liberty Global is the largest international cable TV operator, present on the Polish market under the UPC brand. One of the elements the company relies on while implementing a strategy of increasing clients’ satisfaction, is basing the decision making process and further development, on data analysis (data driven). Such analysis enables content optimisation, promotion better suited to clients’ individual needs, and personalised recommendations. To achieve such a goal, it was necessary to choose a provider who would be able to design and implement omnichannel marketing automation system compatible with, and capable of managing marketing campaigns in all markets in central Europe.

To accomplish this strategic project, we chose Data Force Group. They have been chosen based on their years of experience in implementing marketing automation and big data solutions, superb knowledge of the telecommunication industry, and a large and competent team, capable of undertaking our complicated project

- explains Janusz Nowak, CIO of UPC for the CEE region

The Challenge

UPC maintains presence in five central European countries (Poland, Hungary, Romania, Czech Republic and Slovakia). The greatest challenge of the project was to create a single IT platform to cater to the needs of those five markets. Each of these markets differs slightly in their specifics, business processes, and types of data and channels used to communicate with the consumer.

The Results

First part of the project, consisting of implementation of the solution in Polish and Czech markets, has been accomplished. It is worth mentioning, that work has been conducted simultaneously in multiple countries, which made the entire venture even more challenging. Data Force Group has advised UPC to choose IBM Marketing Software (Unica), as it perfectly fits the company’s needs in terms of omnichannel marketing campaigns at large scale. DFG experts also consulted on how to modify UPC’s business processes, so that the company can become truly customer centric, using the insight and customer needs and ultimately reach their business goals.

During our cooperation with DFG, I especially valued their understanding of our business, and their creativity in finding new ways to increase the effectiveness of marketing driven by data and insight.

— emphasises Tomasz Izydorczyk, CMO UPC Polska

Implementing the new system has increased the effectiveness of UPC’s marketing in Czech Republic. After being trained by DFG consultants, the client has the ability to operate the system independently. The marketing department has gained access to more valuable information, updated with proper frequency. The system now also serves as support for the sales department, allowing them to use leads gathered during campaigns. Increasing the number of channels of communication and it’s frequency, doesn’t irritate the clients, thanks to adjusting the form of contact to the ones they prefer.

The last element of the implementation was DFG support in creating the data transfer process between UPC employees in different countries. It’s purpose is to share experience, and help in creating a best practice data base, which will enable the use of economics of scale and maximise the benefits of using the system in different conditions.

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