PayPal automates marketing planning cycles in 4 weeks.

In this interview-style case study, Matthew Parker, Manager, Brand and Campaigns at PayPal, explains how PayPal successfully adopted Orbis' marketing software, creating a more efficient marketing machine that has enabled fast and informed decision making.

Matthew, please tell us about PayPal...

"PayPal is a safer, easier way to pay and get paid online. The service allows buyers from around the world to store their credit card and bank details, enabling them to pay quickly and safely, without sharing financial information online. With more than 175 million accounts in 190 markets and 19 currencies around the world, PayPal enables global ecommerce. In the UK, PayPal has over 22 million customer accounts, and is the UK’s most preferred way to pay online."

What business challenges faced PayPal in co-ordinating campaign planning cycles across all marketing activities?

PayPal UK launches many campaigns across multiple channels by a wide team of talented marketers. With so many campaigns launching rapidly, the company struggled to manage true visibility, quickly identify synergies, alert one another to projects that had an indirect impact on their area and generally project manage a wide variety of initiatives across multiple agencies, timelines, channels, segments and bespoke needs. Juggling spreadsheets and allowing everyone to have their own interpretation of that data just wasn’t enough."

How would you describe the adoption of Orbis Marketing software by PayPal staff?

"Adoption couldn’t be easier. Flexible training programs have made it easy for our staff to learn the system. The software is incredibly intuitive and explains itself upon its first use. Within 1 week of the launch, we had transitioned our busy marketing team to be using the solution for all new campaigns. After only a month of having Orbis Marketing nobody on the team can remember what life was like before we had it set up."

What immediate benefits have you seen from implementing Orbis Marketing?

"Orbis has given us a centralised platform to run everything from. It’s given us true visibility into the entire spectrum of marketing projects which allows us to project manage in a flash. We use the calendar to prioritise work and keep one another up to date. We add campaigns directly into the tool instead of writing briefs, which saves hundreds of hours of administration time from the team per year. We add working files such as agency briefs, draft creative, copy, inspirational visuals and ultimately results presentations directly into the campaign so anyone can access key information quickly. The system is highly configurable, which is essential to us; we’ve added fields which are bespoke to our internal processes and can sort and filter by those fields to retrieve key information instantly. Members of the team can manage their own workload simply by looking at their personal calendar views and sorting by projects they’re involved in, sorted by launch date. Disparate operational teams can quickly see what campaigns are launching by viewing configurable Gantt charts and teams such as Customer Service or Public Relations can view the calendar and sort by which projects will impact them."

Overall, how would you summarise your experience in adopting the Orbis Marketing software?

"I couldn’t recommend the Orbis solution enough. The Orbis Marketing solution is perfectly suited to a busy marketing team, with many plates to spin and a need for perfect project management. Since implementing the system, we’ve centralised everything into a process that is spotlessly tidy, eliminating hours of overhead and administration time, allowing us to put our headcount to more effective use. The Orbis system moulds itself to your needs; is fully and instantly configurable and comes with incredibly responsive and knowledgeable support. We no longer need a full time resource to project manage the many campaigns our team is constantly launching. We can see everything in real time and can find the information we’re looking for instantly. Getting up to speed is simple and training staff couldn’t be easier. The efficiencies that have been created as a result of adopting Orbis Marketing have unlocked tremendous value in our organisation."