dmg::events Case Study
dmg::events Energy (a subsidiary of DMGT), runs trade shows and conferences covering all aspects of the energy (Oil and Gas) industry. Senior management were keen to implement a common process and platform across the UK and Canadian businesses, starting with a UK pilot. Post go-live, we transitioned dmg::events to our Managed Service allowing them to focus on what they do best - running world-class events.
The Challenge
dmg::events wanted to achieve a 360 degree view of all customer activity across their event/conference portfolio (whether they attended as a visitor, exhibitor, delegate, VIP, speaker, etc). Furthermore, dmg::events wanted a platform which would support their move into the specialist conference arena.
During the implementation and the consolidation of legacy data sources, an immediate need for data cleansing and a long-term requirement to manage data onto and off-of the platform to support registration processes was recognised. This led to the selection and implementation of Data Scout.
Key objectives of the implementation included:
- Development of a common global sales and marketing process to be established across the group ensuring consistent management reporting.
- Rationalisation of all legacy data sources on to Salesforce.com as the single source of truth for all customer master data.
This has been achieved for the UK business unit with the next phase involving the deployment of the solution to the Canadian teams. In addition, Titanium Fire provide dmg::events with a managed service solution with a dedicated portal to support their users.
Design
There were a number of mandatory requirements the design had to deliver:
- Consolidate multiple data sources into one Salesforce.com instance
- Allow for consistent reporting across all events and provide role-based dashboards focusing on:
- Product Family performance
- Weeks-to-event and year-on-year comparisons
- Provide management control over the pricing and discounting of products
- Maintain accurate inventory (in conjunction with the floor plan)
- Provide visibility and accountability on Barter Arrangements with Trade Associations and Agent performance
- Streamline the Contract Management and Fulfilment processes
- Maintaining a clear segmentation for every stakeholder
How
After the project was initiated, dmg::events undertook an agreed set of actions to prepare for the full analysis phase. This involved an extensive phase of workshop requirements gathering and business process design. An iterative agile design and build phase culminated in UAT and training.
