When Spark NZ-owned data and analytics business Qrious acquired marketing automation provider Ubiquity in 2017, it was predicted to be a game-changer for marketing automation and analytics in the New Zealand market.
This prediction has now been validated with Qrious announcing it is partnering with digital experience leader Adobe to deliver data-powered customer engagement solutions using Adobe Experience Cloud for enterprise customers in New Zealand.
As organisations move towards end-to-end digital transformation they are looking for an enterprise platform like Adobe Experience Cloud that will deliver against their more complex, cross-channel marketing and digital requirements. These organisations will now be able to receive valuable on-the-ground expertise and execution from Qrious.
Adobe Experience Cloud brings together an organisation’s marketing and digital tech in a single place, so it can do everything from managing content and delivering email campaigns to automating ad buying and measuring success. It is one integrated approach for one seamless customer experience.
The Adobe services, which will include technical implementation and execution of Adobe Experience Cloud solutions to enable digital marketing and campaign delivery, complements Qrious’ data-powered customer engagement services via its UbiQuity marketing automation platform.
The problem for some New Zealand enterprises who have invested in or are considering investing in the Adobe Experience Cloud, has been that local providers have to a large degree delivered the technology, but have not provided the marketing expertise that is being offered by Qrious.
“Clients can work with us as partners who understand the customer experience side of things, not just the technical implementation of the software,” says Qrious CEO Nathalie Morris.
Traditionally it has been marketing people who have been the decision-makers in trying to bring their marketing tech into a single place, with an all-in-one experience solution. With the growing sophistication in digital capability, marketers are having to work closely with their information technology colleagues, while some larger enterprises have a chief digital officer to lead the complex requirements. Regardless, customer-centric marketers need to have a greater input into the process.
“Because we have the expertise, we can also provide customers the enablement required,” says Lena Jenkins, Data Powered Customer Engagement Lead at Qrious, who reiterates that Qrious offers a range of consulting services. “Large companies often have departments that work in silos, however it is the consolidation of these various sources of data and different areas of expertise that creates a powerful solution to engage the market. It is about creating highly relevant, personalised customer experiences to achieve marketing goals and greater customer engagement.”
Prior to joining Qrious, Jenkins worked with parent company Spark for the past five years using solutions within Adobe Experience Cloud. Qrious will be working with Adobe to implement Adobe Campaign for Spark and leverage their collective expertise to drive even better marketing results.
Most large enterprises have customers at the heart of what they are doing but many have the problem of data stored in different parts of the company and have different touchpoints across different channels, with different products and services. Some have identified the Adobe Experience Cloud as the right tool for their business (or have a directive from an Australian or overseas parent company) but recognise that the challenge is around how to extract the most value from it.
“We at Qrious know how to make that software work to deliver an enhanced customer experience,” says Morris. “And because we have the people and the experience here in New Zealand, we can do that in a more personalised manner, to add value in a way that doesn’t just provide technical expertise but goes broader into marketing and digital optimisation.”
“Qrious also has the data credentials to create great customer experiences using data. A lot of organisations get stuck because they don’t have those data foundations,” says Morris.
“Qrious is already highly-specialised in the marketing automation, data and analytics space, so we are in a unique position to put this expertise to good use delivering Adobe Experience Cloud solutions for customers that have more complex, cross-channel, and broader digital experience requirements,” says Morris. “We make sure we have a really good understanding of the client’s needs, goals and drivers. We get to understand their key challenges and the problems they are trying to solve.”
Qrious will continue to invest in the UbiQuity platform, which is ideally suited to mid-market clients, however, says Morris: “The increased power that is behind Adobe Experience Cloud will deliver an enterprise solution that will put customer experience and engagement at the heart of digital transformation in larger and more complex businesses.”
Philip Cronin, director of partner sales, Asia Pacific, Adobe, is looking forward to partnering with Qrious: “By combining Qrious’ strong marketing automation experience with the power of Adobe Experience Cloud, we can provide customers with tailored solutions that fit their complex digital needs,” he said.
If you are wanting to move into a world where you are creating sophisticated customer experiences across multiple channels, you need to talk to Qrious. They’ll be your partner, one steeped in data and analytics expertise but with an understanding of the marketing potential, a partner who will get you the value you need from your software.
This story is part of a content partnership with Qrious.