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  • Events are color coded according to the source (if they are FE or BE).

  • All the events got to mParticle we use mParticle API to send events to Amplitude

  • Our app is a web app so we can track the same events we have on web

  • The RBI Cognito ID we have on AWS can merge FE & BE

Day 3 - Immersion

a. What are the pain points with the current agency?

  • Automation: most of the briefing / approval is done via email (which is time-consuming and can lead to misunderstanding/mistakes)

  • Ownership/trust: we need to test, end to end, all the journeys and communication (including push notifications) to ensure that there are no mistakes.

  • Lack of guidance: we expect to have inspiration and support (as RBI) when we craft our vision and strategy for our brands and market. We look for a partner more than pure execution

b. What are the pain points RBI has with the markets?

  • Ongoing tension between localization & scalability

  • Ongoing tension with having briefing and assets received on time

  • Planning: currently we plan 2 weeks at the time, it’s difficult to have a comprehensive view of what we want to achieve my quarter for example

c. What is the ideal scenario?

  • The ideal scenario is to have a fully automated process (from briefing, to campaign deployment):

    • Briefing has standard field to be filled

      • Campaign type (always on, ad hoc)

      • Is it from an existing template or from the library?

      • Date

      • Concept

      • A/B test

    • The agency provides copy & design proposal

    • The comments & approval process is consolidated in the tool

    • Once approved, the template is pushed to Braze

    • The agency test the template and share it with the client only once the internal QA is finished

    • During the weekly, we review the performances to spot any insights

      • Note: this should be a proactive action from the agency side

  • The lifecycle is deployed in a standardized way across the markets. We should have 1 vision for CRM, and the items to localize should be limited to:

    • Timing (e.g. churned guest in CH is after 30 days, in DE after 20)

    • Incentives (e.g. free sandwich in CH, points in DE)

    • Visuals & Translation

  • We have a centralized repository for:

    • our assets (ideally, a library that is filtrable by market or topic and can be accessed by our clients)

    • our insights

Q&A

  •  Ways of working and tools definition?
  •  Documentation?

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