TV
2 DANMARK A/S (TV 2) hereby invites all interested suppliers to apply for
prequalification in relation to the tender ”CRM System for TV 2 PLAY”.
Scope of the
tender
The
purpose of the tender is to select a functionality rich CRM system covering all
CRM domains (sales, service, marketing, analytics, multichannel supporting a 360degree view including of the customer) which can be easily integrated
in the current TV2 environment supporting the entire customer lifecycle through
all the channels including personalization.
The
system has the following high-level functionalities:
- Tracking and managing
customer relationships
- Personal program-recommendations
- Analytical tools
- Omni-channel marketing
automation
- Thorough support of ETL
and external data loading
The
supplier will support and guide the configuration and deployment of the CRM
system with implementation services, templates, data model, recommendations,
training of key users and other professional services.
Key system
requirements
The
desired CRM system is characterized by 4 main functionalities:
- Data
Integration at individual
level:
The system
delivers a data platform, integrating various internal and external data
sources, ensuring a 360-degree view of each TV2 PLAY customer. The system will
support existing TV2 Play systems such as Adobe Analytics, Subscription
Management, Content Delivery System, Streaming Platform.
- Analysis
of customer behavior: The system provides a range of analytical
tools in an analysis module used by the marketers. The system makes KPI
tracking in visual dashboards, simple customer analysis and advanced predictive
modelling at customer level. The advanced models will primarily be used to churn
prediction, uplifted churn prediction and content prediction. The models' scores
are calculated within the system, are easily deployed to customers and used
directly in the campaign module.
- Analytical
recommendation engine: The system provides a
number of tools for developing rules- and segment-based program recommendations
to individual users. The recommendations are deployed across all communication
channels in the campaign module. The recommendation engine can use the
predictive models from the analysis module ensuring that all customers always
have updated and precise personal recommendations
- Omni-channel
Campaign Management: The system provides a
number of tools for Advanced Triggering flows to individuals, based on the data
sources integrated in the data platform and the model scores calculated in the
analysis module. It uses variations in personal recommendations from the
recommendations engine to trigger 1:1 campaigns. Integrated campaign flows are
created and executed across inbound and outbound channels. The supplier will
act as an Email Service Provider (ESP).
The
required functionality should be available as standard functionality.
Factors of great significance to the desired
solution
- Ease
of integration of various data sources in customer data-mart
- Ad
hoc segmentation, targeting and content recommendation-algorithms
- Predictive
modelling functionalities
- Ad
hoc and predictive analytics and campaign management is in the same interface
- High
stability and performance on cross channel campaign execution
- Professional
technical and commercial system support organization