As a successful, growing publishing business, Radcliffe has multiple data sources across a variety of content management, CRM and digital marketing platforms. Multiple definitions of critical business reference data has lead to overly complex solutions, poorly utilised systems and increasingly time consuming workarounds. A lack of operational clarity had started to impact on service levels through bottlenecks occurring in important production areas.
The primary challenge was to get broad agreement from across all key stakeholders as to how processes should work and definitions for critical reference data. Having achieved the challenge was to optimise the existing CRM system to become an essential sales tool, whilst de-commissioning other poorly used systems.
At a project level it was felt that Monday.com was no longer fit for purpose.
On a practical level and as a product of their own success, the Radcliffe team are extremely time poor and needed a partner to “get” what they needed and work collaboratively with the ebb and flow of the business to deliver change.
The data strategy, having gone through a number of iterations, established formal data relationships between each function within the business. This created a standard narrative or definition of products, customers and consumers (of content). The existing Microsoft CRM Dynamics workflows were simplified, product and customer data was aligned to the agreed data model.
Operationally, the business had outgrown Monday.com as the primary project management tool so Jira was introduced as a robust alternative. Communication software was streamlined to within the Microsoft stack through Teams and Skype for business. Sharepoint, free with 365 licences was used instead of Dropbox as the basis of file storage.
Important consumer engagement data was extracted from web scrapings using RPA tech. This data was aggregated to operational data to provide visualisation on global consumers of sponsored content.
Multiple systems and data silos meant it was difficult to maintain control of a business growing at 50% per year. ReddishGreen redesigned our data model and implemented a new operational design, allowing us to simplify and reduce license costs.