How McCrindle Makes use of CXA to Ship Customized Experiences

McCrindle is an Australia-based social research, demography and data analysis agency. Under the direction of Mark McCrindle, celebrated author and internationally recognized social researcher, her research methods include national surveys, population modeling, and qualitative research, including in-depth interviews and discussion groups.

As McCrindle’s ledger grew, the team ran into challenges with its tech stack. “The company had grown over 15 years and the data was being distributed through Mailchimp and into CRM … but not integrated,” said Luke Davies, Marketing Executive at McCrindle.

Since there was no way to centralize their data and make it usable throughout the entire customer lifecycle, their data remained isolated, which limited their view of their customer journey.

ActiveCampaign broke these data silos and made it easier for McCrindle to deliver more relevant, tailored experiences to its 100+ customers on a large scale. With powerful automation and custom reports in their toolkit, McCrindle now has visibility into their entire customer journey and can leverage data from every touchpoint to deliver a better experience for every customer.

Actionable reporting

The McCrindle team uses Custom Reporting to create reports like his monthly marketing and sales dashboard that gives them insights into their company’s performance and helps them understand what’s going on in their sales funnel.

McCrindle’s monthly marketing and sales dashboard, created with ActiveCampaign Custom Reporting

With Custom Reporting, McCrindle can break down their data by The Solution Design Team, Pipeline, Product, Product Family, Buyer Persona, and more to get the insights they need to make better decisions about their customer journey.

Automation with a personal touch

With each of McCrindle’s clients being bespoke and requiring bespoke experiences and personalized touchpoints, automating their workflows before they found ActiveCampaign was a challenge.

ActiveCampaign enabled the team to pursue the right leads at the right time, with the right message, without sacrificing that personal touch. Automations like this Reminder by email are a great start.