$150K in new revenue, generated in four months.
ROI improved. Executive trust deepened.
A dedicated AI and CX practice built inside MRM turned fragmented client data into personalised campaigns, a stronger CRM, and a new revenue line for a multinational financial services client.
generated
new revenue
strengthened
built for reuse
Client
A multinational financial services provider, served through a dedicated technology and customer experience practice built within MRM.
Goal
To establish that practice inside MRM, using AI and ML to improve client outcomes and drive new revenue growth.
The data was there. Nobody could use it.
The client’s customer and marketing data sat in disconnected systems. There was no single view of the customer, and getting the data to integrate into anything usable was a constant fight rather than a solved problem.
Attribution was broken as a result. Tracking which campaigns actually worked, across channels, wasn’t something the team could do with any confidence, so marketing spend went on assumption rather than evidence. The tools in place couldn’t produce the depth of analysis needed to fix that, so every decision was made with less insight than the business needed.
Three constraints were non-negotiable:
- Customer and marketing data disconnected across systems
- Campaign attribution unreliable across channels
- Marketing spend optimised on guesswork, not insight
A new AI and CX practice, built inside MRM.
Rather than bolt on generic vendor tooling, a dedicated AI and CX practice was designed and introduced inside MRM’s team on the account, with AI/ML propositions built specifically around the client’s needs.
This wasn’t a one-off campaign. It was a reusable AI and CX practice, built to outlast the project that funded it.
Data solutions were implemented to consolidate the client’s fragmented data into a single, usable source. That fed personalisation strategies which reshaped how campaigns were targeted and delivered, while the CRM itself was optimised for better targeting and retention, giving the team a system that could act on the data rather than just store it.
The work didn’t stop at the technology. AI-driven marketing campaigns were delivered directly, and relationships with senior client stakeholders, including CMOs and CIOs, were built and maintained so the practice stayed aligned with the business and got adopted rather than shelved.
New revenue, stronger ROI, deeper trust.
Four months after the practice was stood up, it had already paid for itself: $150K in new revenue, a measurably better ROI on marketing spend, and a stronger relationship with the client’s CMO and CIO. The frameworks built to get there were designed for reuse, positioning MRM as a genuine leader in AI-powered marketing and customer experience, not just for this account but for the next one.
* Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.
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*Case studies reflect work undertaken by our Heads of AI either during their tenure with Head of AI or in prior roles before they were part of the Head of AI network; they are provided for illustrative purposes only and are based on conversations with our Heads of AI.