Migration to EU2 model

Liberis is a financing provider that works with business partners to enable a mechanism for their customers to receive cash advances.

​ The Challenge The objective was to find a better way to implement a set of APIs to facilitate the work of its partners.

Internally, it was developing a proprietary platform and working to find a better way to implement a set of APIs to make it easier for its partners.

We start from a 5-year strategy based on the following pillars:

• Growth: 300 million by 2022, measured by conversion rates, prices, etc.
• Product diversification: increase merchants and partners (merchant eligibility and number of partner types).
• Scope: to reach two million people by 2023.
• Scale: climb quickly, but safely.

Salesforce has been around since the company's inception, and its use as an orchestrator between the sales and work teams is now crucial.

In that sense, the former data model used in UK Legacy based on the use of the Opportunity object was obsolete and made it unnecessarily difficult to work with the APIs.

Migration to the EU2 model based on the use of the custom Application object also entails a change in the data model and campaign strategies used so far in the Salesforce Marketing Cloud.

​ The ProjectWe have established the following lines of action:

• Configuration of Mobile Connect for sending SMS through the SFMC platform.
• Creation of the data model and process for marketing preferences and shipping channel management with SF CRM as SSOT.
• Development of a first use case to achieve higher conversion of hard-to-reach merchant leads.

​ ResultsWe have achieved:

• Develop a Personalized Preference Center based on the data model and the SF Application and Individual objects.
• MC's management of the preferences of communication shipments and shipping channels stored in the previous CRM objects.
• The extension of the Preference Center for use not only with subscribers corresponding to the Contact object but also with prospects corresponding to unconverted Application object records.
• The development of the processes and generation of the data tables necessary for the control of customer exclusion in the shipments according to your preferences.
• Configuring Mobile Connect and performing SMS sending function tests.
• Help define the strategy for the Retargeting Journeyspecifically how to impact prospects that have not been converted and do not have a record in Contact SF.