Intel Technology Provider: CRM and loyalty strategy

Intel Technology Provider was a channel loyalty programme for Intel technology partners across the globe. Working as a communications strategist for ICLP (who hosted the loyalty platform and associated data) I helped Intel to create a highly personalised experience for partners across email, loyalty and web for the EMEA part of the programme.

The objective

Intel Technology Provider was a sophisticated loyalty programme for a huge range of technology partners across EMEA, ranging from small businesses creating entry-level PCs for consumers to specialists providing enterprise-level technology to major organisations.

The programme had numerous tiers and opportunities to earn points and a huge range of content and training materials available to employees within each partner business.

My role at ICLP was to create the targeting strategies and customer journeys that would identify and the different types of business and stakeholder in order to provide the right content and points-earning opportunities to drive revenue.

Our solution

Complex insight and profiling

Working with ICLP data analysts and data strategists, I took a very customer-focused approach to creating the right solution. I combined first-hand qualitative insight via EMEA-wide interviews with first party data to create a a mosaic approach to customer profiling, showing how different aspects of the profile intersected with others and where opportunity lay to communicate.

For example, someone may be a sales rep at a partner business focused on server technology with a need to up-skill in a particular area and to also be aware of the latest Intel server chip release.

Use of data models

I worked with the data strategist and data scientists to take these multiple factors and create data models that would allow us to serve the right content to the right person according to the data held on the customer.

My role was to help the data scientists understand the importance and priority of each data attribute and explain the journeys we were trying to create in order to develop the right models for our communications.

Our flagship communication was Chosen for You, a weekly newsletter with dynamic content that had up to 2,000 variations driven by our data models.

Best use of marketing automation technology and customer journey mapping

During my time working for Intel I helped to innovate with customer journey mapping, which would help us understand how to gather data, develop content and create the right exprience at each touch point.

This meant driving the move to collect far more first party data at certain touch points, creating optimised journeys based on action and understanding how to get the best out of the different platforms used by ICLP for Intel during that time, ranging from Lyris and Adobe Campaign to Eloqua.

Results

Intel Technology Provider was a hugely successful loyalty programme that had incredibly high engagement rates (up to 40% OR and up to 30% CTOR) and which resulted in huge amounts of revenue for Intel. Our best practice use of targeting and marketing automation platforms was revolutionary within Intel and replicated by teams world wide.