Martech Implementation: Make or Break

Martech Implementation: Make or Break

The ultimate success of a martech program can usually be traced back to how well it was originally implemented.

A successful martech implementation goes beyond just technical completion of the original scope of work. Four key factors in determining success include the:

  1. consistent alignment of expectations between implementer and client,
  2. appropriateness of the initial project scope,
  3. level of implementer support in the transition from implementation to sustainment, and;
  4. amount of ongoing development work required to take advantage of post-implementation opportunities.

Case Study - Implementation

Client: Endota Spa
Supplier: TaguchiMarketing (Taguchi)


Endota Spa (Endota) Australia’s most successful day spa network had undertaken a highly sophisticated digital transformation project, designed to enhance their overall customer experience by maintaining loyalty and increasing local area marketing capability.

Endota had previously implemented a global marketing cloud platform as their marketing automation solution. Based on their overall experience with that platform and its level of local support, Endota believed that adapting this platform to their needs would have been difficult and costly. They therefore concluded that it was not the appropriate solution for their business moving forward.

“Our marketing automation capabilities hadn’t progressed since their original implementation. System functionality and integration capabilities were definitely factors but arguably even more significant was finding a provider with the right cultural fit, a partner. We wanted to work with a provider who understood our business and what we wanted to achieve.”
(Allan Bennetto, CTO)

Why Taguchi

Endota became aware of Taguchi through their respective affiliations with the Australian Loyalty Association and decided to contact them to discuss their digital transformation project.

“We decided to go with Taguchi for a number of reasons. Taguchi understood what we wanted to do and how they would approach the solution with us. We were on the same page very quickly. They were able to demonstrate an accomplished body of work which showed they had a strong background not just in marketing automation in general, but also specifically as it related Australian franchising. Their platform functionality was very impressive and how they’d tailored it to fit their client’s needs. All of this, gave us a great deal of confidence in being able to work with them.”
(Allan Bennetto, CTO)


Summary of Implementation Objectives & Outcomes

Objective 1: Outcome:
Replace Endota's incumbent global marketing cloud solution, with Taguchi and to do so with no loss of functionality, no downtime and minimal business interruption. Taguchi’s Professional Services team worked with the Endota Marketing and IT teams to scope, plan and execute the implementation. The transition between platforms was seamless. The transition included technical integration, platform implementation and user training. This immediately improved the Endota marketing team’s digital capabilities and operational efficiency.
Objective 2: Outcome:
Implement a solution that worked with both the existing legacy systems and the new tech stacks as they are deployed. Once implemented, the Taguchi platform provided Endota with extensive and flexible integration capabilities for both existing transition requirements and for their new systems. For the marketing team, this immediately enabled greater targeting and segmentation opportunities, and set the foundation for even more sophisticated integration and automation in the future.
Objective 3: Outcome:
Maintain continuity of local area franchise functionality. The Taguchi platform solution provided better user experience to Endota's internal marketing team as well as their franchisees. Workflow was significantly streamlined through automation and functionality previously spread across disparate technologies was able to be consolidated into the one system, Taguchi.
Objective 4: Outcome:
Mitigate potential cost blow outs resulting from:
  1. Scope creep
  2. Parallel system costs
  3. Miscellaneous post implementation considerations
There were no material surprises as the implementation project was completed on time and on budget.
Taguchi’s scoping and implementation experience ensured that there were no scope creep costs.
In the spirit of partnership, the parties worked together to ensure that Endota’s exposure to parallel system costs were minimised while the previous system was being phased out.
Miscellaneous post implementation adjustments were minimal and factored into the project scope.
Objective 5: Outcome:
Future proofing of the solution in line with Endota’s ongoing digital transformation project.

The all-important Post Implementation Review (PIR) confirmed that Taguchi was implemented as anticipated. Endota now have a more suitable marketing automation platform in place for their current and future needs. As a result, the partnership is already focusing on the next phases in the ongoing development of the Endota Haven program and beyond.

Objective 6: Outcome:
Ensure the client is happy. Expectations were met, and often exceeded. The Implementation was signed off and this case study was approved.

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