Venkat Pullela

A client approached my consulting firm for assistance migrating from multiple platforms, such as Fresh Relevance and Oracle Commerce Cloud, to the Oracle Responsys Interact API. I provided consulting services to craft a roadmap and timeline to migrate customer data and promotional and transactional campaigns into Responsys.

I collaborated with an architect who worked on a new scalable data structure in Responsys based on customer needs and use within previous platforms. I led data analysis and discussions on retention, usage, and categorization. Also, I reviewed previous HTML content for communication and redesigned templates to leverage dynamic content for reused sections such as headers, footers, and tracking pixels. I implemented said templates into Responsys, with a platform quality review performed to ensure templates were correctly rendered across all major platforms and devices. Finally, I developed new API payloads to trigger transactional campaigns and wrote all needed templating code to populate templates with customer data, purchased items, etc.

I constructed the content block and data tables necessary to house a recommendation engine for Alaska Airlines. The content block housed multiple recommendations, including links, images, titles, and descriptions. The dynamic content block was used across various promotional and transactional campaigns, significantly improving attributable sales to the email channel.

I reviewed data schema and marketing needs, constructed a Salesforce Marketing Cloud instance to meet needs, migrated data, and developed data pipelines for ongoing use.

Also, I provided training and initial configuration for daily reporting needs based on performance and email deliverability. Finally, I documented the configuration and offered additional training to data and reporting teams.