The customer was not able to monitor their multiple marketing activities including email response, conversion rate, clickability, and many more. Without basic and advanced KPIs, decision-makers were not able to optimize their marketing spend and drive effectiveness higher than expected. Unstructured marketing data needed precleaning and structuring in order to provide analytical capabilities and an internal IT team was not available to help with their limited capacity. Moreover, there was not enough data dexterity and analytical skills in the team. A single source of truth needed to be introduced in order to gather, orchestrate & analyze all the sources together and their team required training to effectively act on delivered insights.
