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Background:
Salesforce's digital engagement team recently launched a mobile app for attendees at their major Dreamforce event. The app allowed them to collect attendee information like names, contacts, session attendance, opt-in preferences, etc. They now have a large list of around 40,000 attendees from Dreamforce that they want to leverage for future events and marketing campaigns.
Problem Statement:
Currently, the attendee data just exists as a flat file export from the mobile app. The team has no way to effectively manage, filter, and segment this large contact list for targeted engagement.
They lack the infrastructure and processes to continuously engage with these attendees for promoting upcoming events like TDX, industry dinners, webinars etc.
Objective:
Implement a Salesforce solution to manage the contact/attendee database and design marketing campaign workflows.
Enable segmentation of the contact list based on criteria like attendee type (vendor, speaker, partner), session interests, geographic location etc.
Integrate with marketing processes to create campaigns, send communications (email, text, social), track engagement metrics like click-throughs, conversions etc.
Provide reporting and dashboards to measure the effectiveness of campaigns in driving registrations/attendance for future events.
Ensure the solution can scale to ingest new contacts from other channels beyond just the Dreamforce app data.
Maintain data hygiene, remove duplicates, standardize formatting during the data migration process.
Live Work Experience Project - November, 2023
Stakeholder Interview Plan V1.0 201023.pdfStakeholder Interview Plan
Business Process Map UNP
change_management_plans_-_dreamforce.pptxChange Management Plan
Gabriel Asechemie - Salesforce Business Analyst Team Sprint (October 17) Certificate.pdfCertificate of Completion
Stakeholder Presentation
BA Team Sprint Dreamforce Digital Engagement (Group Deliverables).pdfPage updated
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