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Leading PC manufacturer enhanced forecast accuracy and campaign attribution accuracy with analytical measurement system
Technology Category
- Analytics & Modeling - Big Data Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Data Visualization
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Predictive Maintenance
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
The Challenge
The client, a leading US PC manufacturer, was struggling to attribute campaign measurement success KPIs across the board and wanted immediate help with proper reporting, attribution and analysis of ROI arriving from their B2B marketing initiatives. The existing CRM database used by the relationship marketers and B2B team had a good deal of non-standardized / unstructured data formats that needed to be cleaned. After completing the first two objectives, they also requested that the cleansed data be used as input to launch targeted digital campaigns.
About The Customer
The customer is a leading US PC manufacturer operating in the Information Technology industry. They have a significant presence in the market and are known for their innovative products and solutions. The company has a large customer base and a wide range of products, making them a major player in the industry. They have a dedicated team for relationship marketing and B2B initiatives, and they use a CRM database for managing their customer data. However, they were facing challenges in attributing campaign measurement success KPIs and needed help with reporting, attribution, and analysis of ROI from their B2B marketing initiatives.
The Solution
The Blueocean Market Intelligence team set up an analytics hub consisting of data warehouse specialists, data visualization specialist and digital scientists. A series of workshops were conducted to understand business activities to define KPIs for success parameters. The team integrated several data sources such as Eloqua, CRM (Salesforce), web metrics (Adobe Marketing Cloud), sales data (SAP) and agency data (media spends and budgets). Consulting was provided to re-structure the digital tracking to capture required metrics and the existing BI and data integrations process was redesigned for more accurate tracking on RM / B2B marketing initiatives. The team conceptualized, designed and implemented a Big Data platform with proprietary technology stack to drive on demand, real-time dashboards and insights.
Operational Impact
Quantitative Benefit
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