Case study: A decade in the making, Salmat extends its digital transformation into the cloud

Australia’s leading B2C marketing services company Salmat has supercharged its digital services through a partnership with US based data-tech company Teradata as it continues the decade long digital transformation of its operations and relationships.

It is difficult to understate the importance of Salmat to Australia’s marketers. The company delivers more than 60 per cent of the country’s B2C communications, handles a quarter of the country’s outsourced phone calls and operates one of the largest SMS bureaus in Australasia.

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(Image: Salmat’s Interim CEO and Chairman Peter Mattick)

For an organisation which built its reputation helping companies send their print communications to customers, digitization is an essential path to the future.

Built on Teradata’s marketing technology stack, Salmat’s ‘Influence’ is a cloud based, omni-channel marketing management solution for the company’s Australian and New Zealand client base, interim CEO and Chairman Peter Mattick told Which-50 in an interview this week.

“Our partnership with Teradata offers marketing automation capabilities that help manage campaigns across digital and traditional channels, marketing processes and marketing assets on behalf of businesses – all within the context of what they know about their customers or prospects.”

Salmat provides data hosting and management services which can aggregate multiple source of data into a single view, he says. “This view gives a rich profile of a customer which can then be used to determine the optimal choice of channel, choice of offer and timing of any message that delivers the best result.”

 The Teradata partnership is important according to Mattick as it brings these capabilities to life, by using the single customer view to drive the relevant campaigns and marketing activity within ‘Influence’.

Mattick describes the outcome of the investment in Influence as transformative for Salmat, and he nominates four ways that it  improves the company’s interactions with its clients;

  1. Integrated communications: marketing messages are no longer siloed by channel. The essence of the Influence solution ensures that every message, offer and interaction made with their customers are co-ordinated across the relevant channels- email, SMS, social, mobile app and even call centre – to ensure that the customer’s experience with their brand is seamless, consistent and highly relevant; 
  2.  Real-time insights of customers: the nature of service is that every customer interaction, whether it is in a physical store or via email, is captured within minutes of that interaction happening. This helps our clients stay ahead of competition by making agile decisions without necessarily waiting for the morning report to come through; 
  3. True end to end marketing automation: Influence builds on customer specific triggers that can be behavioral (e.g. last visit to your website) or profile based (e.g. the value of a customer). Once set, it is automated and requires little manual intervention, improving timeliness and relevance of that campaign; 
  4.  A long term partnership with Salmat’s marketing experts: what makes Salmat different to pure software companies is our commitment towards providing strategic advice and guidance throughout our client engagement cycle says Mattick. “Once a campaign is launched, we hold performance reviews with our clients to ensure each campaign is optimized.

Over the last decade Salmat has embraced the shift in the market towards digitization according to Mattick.” We see digital communications as a key part of supporting multi-channels communications.”

Whilst it has a broad digital strategy across the business, the company regards Salmat Digital as the natural evolution of  Salmat’s expanding multi-channel communications portfolio.

Mattick says the company now has the most comprehensive integrated digital communications capability in Australia and he claims it has  the largest team of dedicated digital communication professionals.

By integrating online, mobile, social and email the goal is to drive return on marketing spend and to deliver clients with a competitive advantage

“The digitization bolstered Salmat’s existing offering and expanded its activities into the high growth digital and interactive markets and provided valuable cross-sell opportunities,” says Mattick  

While of a lot of recent research suggests many companies have failed to make the necessary investments in staff capabilities to really exploit digital’s promise, skilling up the team has been a particular priority for Salmat.

“We have certified individuals – both business and technical – across the campaign management and marketing resource management modules of the Teradata marketing software.”

The company also embarked on an international recruitment campaign which resulted in it hiring several key personnel from the US who have significant experience in the Teradata platform.

“This strategy is consistent with our decision to merge eight successful digital companies into one in 2010, which also brought in a wealth of experienced digital professionals into Salmat.”

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