Hitachi Data Systems and ExactTarget--Real World Solutions

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As part of Hitachi Data Systems’ international deployment, the company turned to ExactTarget’s professional services team to create a solution to ensure customers across Europe and Asia did not receive duplicate messages from its multiple business units. By creating an online marketing platform to support its global network of field marketing offices and sales representatives, who had previously managed their own digital marketing campaigns, the company reduced its global email marketing costs while boosting brand governance and accountability.

“In the economic downtown, we have greater pressure to demonstrate marketing accountability and deliver ROI,” said Sean Mattson, Hitachi Data Systems’ director of global web marketing.  “Our integrated system allows us to track results for each business unit while also regulating the design and implementation of each unit’s marketing efforts to create one comprehensive global campaign.”

Using ExactTarget’s Lock and Publish feature, Hitachi Data Systems’ corporate marketing team created a global email template that was locally customized and translated into as many as 18 foreign languages. In addition, regional marketing managers can share marketing materials and successful campaign content across the company’s global network through ExactTarget’s enterprise content library.