MarTech and AdTech for Case Studies Archives - Arrk Group

Cost Effective Marketing Tool Implementation

Sandeep Parkhande — Fri, 15 Mar 2024 08:52:14 +0000

Arrk's integration with OneSignal empowered our client with dynamic list creation, detailed engagement feedback, and rapid, cost-effective communication capabilities, leading to a 50% reduction in customer communication costs and streamlined promotional activities.

Customer

OneVoice operates a UK-wide closed-community performance-marketing platform connecting youth-orientated communities with national and international brands. They provide membership options for unions, associations and professional bodies. The platform connects 1M+ members (end users) with brands offering discounts and other promotions on a wide range of products.

As a UK-based digital marketing company with limited in-house tech skills, OneVoice has been working with Arrk since 2017 to help power their tech and data solutions.

1M+ Members

Discounts and Promotions

Partnership Since 2017

Problem Statement

The Customer was struggling to send notifications to different user segments. This included sending in-app/push notifications and web notifications to users who might be interested in specific brands/offers. In order to increase revenue a need arose for sending personalised notifications to less engaged users. Due to this, the requirement to send push notifications to end users on mobile and the web came to the forefront.

However, creating a communication platform to send out notifications via the web and mobile was a time-consuming and expensive affair. Also, for mobile users, the platform would need to offer separate solutions for both iOS and Android users.

So, to remove these challenges, Arrk recommended the implementation of a one-stop communication platform that would send out emails, in-app/web messages and SMS notifications to users at a minimal cost. The platform that Arrk suggested was OneSignal.

Arrk designed, developed, and implemented an integration between our client’s core systems and OneSignal to improve their notification game without incurring significant costs.

Notification Issues

Expensive Affair

Time Consuming

LLM and ChatGPT

Solution Development

In a strategic move to improve analytics, Arrk proposed OneSignal as the best communications platform for OneVoice. By collaborating closely with the SAAS platform, Arrk deepened its understanding of its integration methods and APIs. This resulted in a seamless integration of back-end systems with OneSignal that empowered the client with easy customer communications. However, this did not stop there; Arrk took charge of crafting the dynamic templates for push notifications and in-app messages in the OneSignal platform itself to ensure a unified user experience.

The final touch of using the tool was a smooth migration of data from our client to OneSignal to make an efficient transition.

After a detailed analysis, Arrk recommended OneVoice use OneSignal as the communications platform
Arrk worked with SAAS vendor OneSignal to understand their integration methods and APIs.
For all customer interaction, the back-end system was integrated with OneSignal to send out all communications
All templates for creating push and in-app notifications were created in OneSignal
Data migration from OneVoice to OneSignal was done seamlessly

Improved Analytics

Seamless Integration

Dynamic Templates

Data Migration

Outcomes

Our client now has the ability to create multiple lists in OneSignal, which they can reach out to such users as engaged posts/less engaged posts/new users, and similar.
Feedback on customer engagement such as email opened, clicks, app messages opened etc.
Ability to send out emails to millions of users in a few minutes.
Ability to generate instant in-app/In-web messages and campaigns for promotional activities with minimal clicks and configuration.
The system integration resulted in a reduction in costs related to customer communications by 50% as compared to any similar ad hoc implementation.

Customer Feedback

Email Communication

Instant Messages

Cost Reduction

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Omni-Channel Marketing Tool Implementation

Drashya Kuruwa — Wed, 06 Dec 2023 07:10:00 +0000

How Arrk’s Implementation of Iterable enabled Client to save cross-channel marketing costs by 48% in 6 months Resulting in Increased digital marketing throughput and improved customer acquisition

Customer

Our Client operates a UK-wide closed-community performance-marketing platform connecting youth-orientated communities with national and international brands. They provide membership systems to unions, associations and professional bodies and connect 1M+ members (end users) with brands via discount offers and other promotions on a wide range of products.

As a UK-based digital marketing company with limited in-house tech skills, our client has been working with Arrk since 2017 to help power its tech and data solutions.

Problem Statement

Our Customer was using multiple systems and communication platforms to design, plan and execute cross-channel marketing campaigns, service updates and notifications to their 1M+ consumer end-users. This resulted in simultaneously storing the user’s data in several platforms and was time-consuming for the marketing and customer success teams as they had to juggle between the various systems resulting in a suboptimal omnichannel experience for the end-users.

The use of multiple independent platforms required the Customer to integrate and maintain data between various systems which aside from being time-consuming and costly. Also introduced risks of data breach plus many limitations in terms of the nature of the campaigns/comms that could be executed, the efficacy of the comms and the quality of the end-users experience.

To fix this Arrk recommends to the client that they implement an omnichannel marketing/CDP* platform, tightly integrated into their existing core systems and their data architecture. After a short selection process, Iterable (www.iterable.com) was selected and Arrk led a rapid, complex integration.

Arrk designed, developed and implemented an integration between their core systems/data warehouse and Iterable. It enabled our Customer to rapidly transition to the execution of high-volume end-user communication in near real-time coordinated and orchestrated over multiple digital channels including web, mobile, email and social media.

Data Warehouse & Iterable

High Volume End-User Communication

Multiple Communication Platforms

LLM and ChatGPT

Solution Development

With Arrk’s implementation of Iterable the Customer’s marketing and comms teams have a centralised cross-channel communication platform which enables richer personalisation and segmentation of end-users and communications to provide end-users the info they need via the right medium at the right time.

Arrk’s native integration with the Digioh forms/preference management platform also enriches the comms to help segment and deliver targeted comms at scale. Arrk’s use of Iterable’s Catalog feature pulls in live, customised content to individual comms which is a capability that was not available with the previous systems based as it was on a basket of disparate platform providers.

The project was initiated by Arrk with an EmbArrk™ discovery process which mapped out the as-is processes and data/comms journeys and designed the to-be for our Customer. We also explored and costed various platform options, fitting each to the need. Following this research, design and planning phase, we recommended the Iterable platform considering that it is a one-stop cross-channel comms and CDP platform, and it has various other features such as user segmentation and catalogues which we anticipated would greatly aid the Customers in planning and executing automated bulk-sends.

The feature delivered to our customer’s marketing and customer success teams included:

A one-stop solution for sending cross-channel comms to end users.
This resulted in improved productivity across all teams and a significant improvement in the efficacy and impact of marketing comms.
The flexibility to design and curate campaigns based on flexible end-user segmentation resulted in improved sales conversions and resultant revenue.
Easy and better ways to create email templates, push/in-app and web notifications.
User data and user events are captured in real-time for accurate reporting and end-user segmentation.
Multiple inbuilt journeys were created in Iterable to send automated campaigns at a large scale.
Easy integration with mobile app.

Requirement Collection

Structured Query Conversion

Data Repository Integration

Outcomes

Increased revenue
48% reduction in cost with Iterable compared to integrating with multiple platforms.
Thousands of human work hours are saved annually for the Customer’s customer success team.
Better end-user segmentation was created enabling more targeted comms, at a large scale (thousands of tightly targeted campaigns sent at a time).
Avoid the storing of user information on multiple platforms reducing the risk of data inaccuracy, customer complaints and data breaches.

Better End-user segmentation

Increased revenue

Reducing risk of data inaccuracy

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Natural Language Search Implementation for Customer Loyalty Program (ChatGPT)

Drashya Kuruwa — Fri, 20 Oct 2023 06:40:50 +0000

Natural Language Search Implementation for Customer Loyalty Program (ChatGPT)

Our client, a digital performance marketing business has amassed a wealth of valuable behavioural data based on user demographics and usage patterns. Although this data holds enormous potential for discovering new business opportunities, it remained buried inside a set of large data repositories, which were challenging to interrogate. This meant that the marketing and member engagement teams were unable to efficiently access this valuable business intelligence.

Customer

A market-leading digital business operating a nationwide membership scheme serving circa. 2 million members across the UK. In addition to an award-winning membership, events and voting platform, our customer also provides a suite of performance marketing services to national and international brands, all built around the central tenet of ‘community first’.

Problem Statement

The untapped potential in the behavioural data was well understood by our customers. However, they faced a significant challenge in accessing and decoding it. Traditional business intelligence tools like Power BI were considered but fell short of the customer’s need for a flexible, interactive and user-friendly method of integrating the data. Our customer sought to enable users to ask questions in plain, natural language and receive prompt, accurate and insightful responses. Our AI Engineering team designed and built a solution which converts user queries into often complex structured database queries and executes them against the data repositories to generate rapid results. LLM (Large Language Models), ChatGPT, and prompt engineering emerged as key enablers of this solution.

Data Potential Realization

User-Friendly Search Experience

LLM and ChatGPT

Natural Language Query

Solution Development

The project started with a workshop-based discovery phase, following which we conducted a short engineering-lab-based R&D / feasibility activity. Having established the boundaries and feasibility of the design concept, we executed a rapid, interactive development process. A team of eight AI/ML Engineers were assigned to build the PoC service. Further AI Engineering work is ongoing.

The project hinged on the innovative use of Large Language Models, specifically ChatGPT, to facilitate natural language search and query design. The following key components played a vital role:

Structured Query Conversion: User queries, expressed in plain natural language, were translated into structured queries that could interrogate the data repositories effectively.
Data Repository Integration: The structured queries were executed against the data repositories to quickly extract accurate results based on user intent.
Advanced Interpretation: using prompt engineering, the AI Engineering team created a context for ChatGPT which enabled it to achieve a high level of proficiency in accurately interpreting user queries. It could handle various query structures, including those with unstructured elements such as flexible date formats like “Next year,” “within 12 months from now,” “Q4 2023,” and more.

Requirement Collection

Structured Query Conversion

Data Repository Integration

Outcomes

The project has already delivered substantial value and generated tremendous enthusiasm within the customer’s organisation. Some notable achievements include:

Exceptional Interpretation: our AI Engineering team’s design enabled ChatGPT to interpret user questions in a manner which surpassed previous natural language processing efforts undertaken in earlier initiatives. It can decipher complex queries with ease, accommodating various formats and expressions.
User-Friendly Interaction: Users now enjoy a user-friendly, conversational interface that allows them to seek data insights in a frictionless manner by simply typing their queries in natural language.
Enormous Promise: The PoC, currently operating via a command line, demonstrates great promise, with the potential to revolutionise how its users interact with and extract insights from the ocean of behavioural data.

The client’s pursuit of an AI engineered solution, empowering users with a natural language search capability, represents a significant step towards unlocking the hidden potential of their valuable data. The combination of Large Language Models, ChatGPT, and prompt engineering has opened new horizons for data exploration and integration and has the potential to elevate its position in the market. As the project progresses, it is poised to render increasingly precise and commercially valuable intelligence, demonstrating the transformative power of AI Engineering and advanced language models in making data accessible and actionable.

Exceptional Interpretation

Data Exploration and Transformation

Accessible and Actionable Data

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Utilised an AI Chatbot to Decrease Customer Support Tickets by 89%

Drashya Kuruwa — Fri, 20 Oct 2023 06:08:04 +0000

Utilised an AI Chatbot to Decrease Customer Support Tickets by 89%

Our client’s customers previously accessed limited reports through the platform’s dashboard, requiring them to contact customer support for other metrics. This lack of customization resulted in delays and dissatisfaction. To fix this, they partnered with Arrk’s AI Engineering team to create an AI-enabled chatbot. The chatbot handles dynamic queries, quickly presenting complex statistics from the database, improving the customer experience and solving the previous issue of delayed replies and high turnaround times for human-generated tailored reports.

Customer

This client is a services-based company, providing outsourced support in various sectors including Telecom, Automotive, Insurance, Finance, Banking, Accounting, HR, and Recruitment. Our Client is one of the top companies with a client base of 5000+ companies across multiple countries and continues to grow at an exceptional rate.

Problem Statement

Using the platform’s inbuilt dashboard, their customers could access reports related to various back-office processes.

However, these reports had limitations, often forcing customers to contact the client’s customer support team for insights and data beyond these reports. Customers couldn’t drill down custom reports easily, leading to repeated contact with customer support for other details.

Ultimately, clients had to either email tailored report requests to the support team, create service desk tickets, or endure long phone queues until a customer service representative assisted them.

This often resulted in late initial responses and extended turnaround times for getting tailored reports, eventually leading to a diminished customer experience and client attrition.

Recognizing the need for an expandable solution, they partnered with Arrk to build an AI enabled based chatbot able to handle dynamic queries and supply timely, contextually appropriate information from the database.

Custom Reports

Extended Turnaround Times

AI-based Chatbot

Solution Development

We started with a two-week, intensive EmbArrk™ project discovery workshop to gather and elaborate requirements and specifications and to establish consensus among all stakeholders.

After careful consideration, we decided to have three separate Scrum teams, one for each business component.

Arrk’s AI Engineering team selected the relevant chatbot platform in combination with Google Cloud Dialogflow to structure the AI enabled chatbot, leveraging the combination to safeguard secure data integration, improve scalability, and deliver a unified real-time, customer experience.

We trained the AI enabled chatbot to understand user query intents and context using Natural Language Processing (NLP).

Once trained on over 250 different intents and 1250 utterances, the chatbot could manage a diverse range of queries.

Natural Language Processing enabled the AI enabled chatbot to obtain facts from queries and recall data from systems.

Integration with the client’s backend systems via APIs allowed the chatbot to retrieve and supply relevant data-rich responses with a very low failure rate.

In cases of complicated queries beyond the bot’s training, it smoothly transitioned the discussion to an individual human representative, ensuring a consistent client experience.

The AI-enabled chatbot was introduced to clients in a phased manner, and its success led to an extension to voice-based virtual assistants.

EmbArrk™ Workshop

Secure Data Integration

Voice-based Virtual Assistants

Outcomes

The AI chatbot was embedded within the client’s product dashboard, accessible to users only after validation to protect sensitive data.
Once authenticated, users can input industry-related queries.
The smart AI enabled solution identifies the user’s query intent and retrieves the correct answer from the client’s database.
Users can frame queries in numerous ways and still receive appropriate responses, thanks to the chatbot’s ability to understand various statements of the same query while maintaining context.
89% reduction in regular inbound customer queries.
95% increase in query resolution speed.
Over 1,000,000 queries are answered annually by the chatbot.
Thousands of human work hours saved annually.
Delivered data enriched query results from multiple systems

User Authentication

Faster Query Resolution

High Query Response Rate

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Award-winning UnionCloud enhances NUS services

Drashya Kuruwa — Thu, 09 Aug 2018 15:09:42 +0000

Award-winning UnionCloud enhances NUS services

Arrk Group has helped the National Union of Students, a non-for-profit organisation, enhance its student union membership experience with the development and launch of UnionCloud, its award-winning cloud-based membership management platform.

The digital platform, awarded The Times’ Higher Education Awards ICT Initiative of the Year in 2013, provides all the functions a student union requires to operate, such as online shopping, event management, ticketing, voting, advice, job shops, content management system, analytics and clubs/societies management.

What sets NUS UnionCloud apart is that it allows all this to be done over one single platform in a manner that is attractive and engaging.

Customer

The National Union of Students (NUS) is confederation of over 600 students unions, accounting for 95 percent of all higher education and further education unions in the UK. A not-for-profit organisation it exists to promote, defend and extend the rights of students by providing a collective voice for the student movement as well as delivering a range of services to its diverse member unions.

A confederation of over 600 student unions

A not-for-profit organisation

Promotes, defends and extends the rights of students

A collective voice for the student movement

Situation

The NUS was losing the ability to serve its member unions due to ageing and dispersed IT systems. Furthermore, it was coming under increasing competition from external commercial providers capable of offering alternative digital platforms and services. These dual issues were having an adverse effect on usage and revenue, which in turn meant that less money was remaining within the student movement. NUS has not-for-profit status, with profits ploughed back into the student movement.

Following a detailed consultation period, NUS opted for a fully integrated digital membership platform. The cloud-based platform had to become the solution of choice for student unions, by providing a cost effective, easy-to-access and flexible platform for their day-to-day operations. In the face of increasing competition from alternative providers, a well designed and architected solution that met all of NUS’s key criteria needed to be delivered quickly and in a high quality manner, on a critical path determined by the academic year.

Losing the ability to serve its member unions due to ageing and dispersed IT systems

External commercial providers increasing competition

The student movement was losing money

A fully integrated digital membership platform was required

Solution

The solution incorporates a highly flexible, modular design which allows a diverse range of student unions a customised deployment, yet still retain all the advantages of having a large scale, centrally-managed cloud-based system. No two deployments need to be the same, with student unions able to incorporate their own branding and colour schemes, as well as select from a variety of feature modules.

The digital platform utilises a combination of bespoke and off-the-shelf components, using best-of-breed technology stack and open source elements which ensures that UnionCloud is built upon rock solid foundations. These core elements are crucial in ensuring that UnionCloud is able to grow robustly and securely as more unions sign up to the service.

Arrk Group and NUS team members work closely to develop and support the UnionCloud platform and infrastructure. Agile development practices have been used to quickly showcase and build working software. UnionCloud was developed using Agile/Scrum-based framework and built using technologies such as Ruby on Rails, Postgres, Redis and Resque.

Flexible, cloud-based 'union website in a box' solution

Combines open source and bespoke development

Developed using a hybrid Agile scrum-based methodology

Used technologies such as Ruby on Rails, Postgres, Redis and Resque

Outcomes

Recognised as the ICT Initiative of the Year at The Times’ Higher Education Awards 2013, a key factor in the success of the project was the collaborative partnership model. Arrk Group worked closely with NUS to rapidly understand and shape programme requirements.

The successful deployment of UnionCloud has ensured that generated revenues are driven back into student movement, with effective programme management ensuring a swift route to market which delivers on UnionCloud’s potential.

By utilising hybrid Agile delivery methods, a first for NUS, a distributed team of over 30 people successfully delivered the platform under the strict deadlines imposed by the academic year. This innovative approach was critical in streamlining the process of understanding and elaborating requirements, testing out technologies and developing the solution from day one. This helped to maximise communication and transparency, while reducing bottlenecks and potential delays.

ICT Initiative of the Year at The Times' Higher Education Awards 2013

Successful and rapid deployment based on academic year

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