FIGARODIGITAL.CO.UK
Technology And Talent: Driving Digital Transformation As Director of Central Marketing at Travelex, FDM Everywoman in
Technology Award winner Chi Igboaka and her team are delving into the data behind the customer journey, and transforming the way Travelex understands and communicates with its customers.
F
or the past two years, Travelex have been undergoing a major digital transformation, as data
and martech developments have opened doors to greater possibilities for customer insight and innovation.
Making The Martech Commitment
“The areas of focus for me were bringing in the right capability to enable us to be able to talk to our customers, and bringing in a tool that would enable us to consistently understand our customer’s behaviour on our website.” Ensuring that the Travelex brand had the technological capabilities to manage their increasing data pools was the first priority. But taking the initial, sometimes expensive step to invest in martech is one that requires careful consideration by marketers: “The main question that I had from other businesses looking to bring in a similar type of tool was: is it worth spending this much on a tool that we won’t be able to use right away?” says Igboaka. But the introduction of the web personalisation tool Qubit provided Travelex with the ability to begin managing its customer data. “It takes time to collect that data, and the longer you have the data for, the more valuable it is. And now, where we’re currently in the throes of planning some testing within our digital channels, we’ve been collecting this data for nearly two years, so we now have two years’ worth of data that we can use to help inform us of what those tests should be.”
A Cumulative Process
But developing a tech stack is a complex, time consuming and expensive process, and while it offers an unrivalled opportunity to break down a business’ data lakes, it opens up another box of challenges for marketers looking for a straightforward, encompassing view of their consumer. “The tech stack is based on your needs
34 issue 30 summer 2017
Words: Gill Ingram
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