ShuffleExchange solves ATA’s Marketing Integration Challenges

American Trucking Associations is the largest national trade association for the trucking industry. Through a federation of 50 affiliated state trucking associations and industry-related conferences and councils, ATA is the voice of the industry America depends on most to move our nation’s freight.

Problem:

Between the sales team (using Salesforce), a marketing department (using Marketo), fulfillment department (using Cambey & West) and the member support side of the house (using Personify), the absence of custom integration for data sharing were causing significant operational inefficiencies. ATA’s Transport Topics marketing department didn’t have data from their fulfillment company to know the products that had been purchased with the goal of creating targeted campaigns for those customers. The only way to accomplish this was to manually export data from the product fulfillment system and import into their marketing system both of which take extensive human time, effort and planning. For another department, Internal Customer Service, the requirements called for the Lead Activity from Salesforce to be imported into Personify. The objective was for sales activity to be visible to customer service and in real time. It was a painstaking process without an effective integration.

Solution:

SEConnect, an integration platform with built-in connectors for both Cambey & West, Marketo, Salesforce and Personify, enabled seamless integrating between the four systems, either unidirectional or bidirectional. Using the intuitive SEConnect Dashboard and workflow designer, we quickly defined and set up the workflows and the data mapping for the integration of the four platform endpoints. SEHook, ShuffleExchange’s advanced webhook technology, tracks events on the various endpoints, offering automatic, instant and secure data pushes from one application to another as dictated by the event. Neither ATA nor the ShuffleExchange team had to develop a single line of code to create this integration. Each integration was accomplished by a 5-step process in ShuffleExchange, a cost-effective and rapid approach without cumbersome project management.

Results:

ShuffleExchange’s SEConnect seamlessly transfers ATA’s specified data from each data management platform. The real-time integration between these four applications was achieved with 70% less cost and time when compared to traditional integration methods. ATA’s various departments can now take full advantage of crucial data, adding value through data integration services that provide the potential for business intelligence.