Data Analyst and Technical Consultant

Automation Projects

Three standout marketing automation projects while working at Xero.

I had responsibility for the end-to-end campaign delivery from QA of builds, testing of a new template, sync to Salesforce campaigns, A/B testing, ‘lift and shift’ regionalisation, dashboard build and reporting.

 

Xerocon 2017

In market:  March – September 2017

 

Brief:

QA of builds, sync to Salesforce campaigns, dashboard build and reporting for 15 emails in the lead up to the annual Xerocon conference

 

Pre-campaign:

  • Determine audience and segment database
  • Sync data from event management system to Marketo programme and clean lists
  • QA of email builds, create smart lists and coordinate sends

 

During and post-campaign:

  • Sync all sends to Salesforce
  • Build reports and dashboards for sales teams in Salesforce

 

 

 


 

Product wrap up 2015

2015-wrap-up-campaign

In market:  December 2015

 

Brief:

Build, testing of new template, reporting and regionalisation of end of year wrap up email to five regions

 

Pre-campaign:

  • Determine audience and segment database
  • Coordinate content and manage approvals process with Project Owner
  • Liaise with country managers for regional sign off

 

During and post-campaign:

  • Email builds for five regions
  • Testing of new template working with Development team to work out bugs
  • Analysis of clicks to further refine content for next years communications programme

 

 


 

Beautiful Business Weekly

beautiful-business-weekly

In market:  September 2015 – December 2016

 

Brief:

Build, A/B testing, reporting and ‘lift and shift’ regionalisation of weekly email newsletter to current customers

 

Pre-campaign:

  • Determine audience and segment database
  • A/B testing to decide the best time to send
  • Isolation of control group for further testing

 

During and post-campaign:

  • Email builds each week for the 16 months the campaign was live
  • Training of team in NZ and AU to build their own versions
  • Weekly analysis of clicks to further refine content
  • Half yearly reviews to show learnings and successes