Retail: Enhancing Marketing Campaign Performance
Services: Data Engineering & Reporting, Data Governance & Protection
Business Functions: Finance
Technology: Power BI, Azure Cognitive Services
In the competitive retail landscape, marketing effectiveness is crucial.
Our client faced significant challenges in monitoring their marketing campaigns, which hindered their ability to optimize spend and drive meaningful results. We provided a comprehensive solution that leveraged advanced analytics and real-time insights, leading to significant improvements in their marketing outcomes.
By leveraging structured data, real-time insights, and advanced analytics, we empowered the client to make data-driven decisions that significantly improved their marketing ROI.
Challenge
Inconsistent Monitoring
Inability to effectively track key marketing metrics such as email response rates, conversion rates and click-through rates. This lack of visibility impeded the ability to make informed decisions and optimize campaigns.
Lack of Unified Data Source
Without a single source of truth, orchestration and data analysis from multiple sources was ineffective. This fragmented approach led to inefficiencies and lost opportunities.
Unstructured Data
Marketing data was disorganized and lacked the necessary cleaning and structure to be useful for analysis. The internal IT team had limited capacity and were deficient in the advanced analytical skills needed to address the issue.
Skill Gaps
The absence of data dexterity within the marketing team required to leverage insights effectively, necessitated additional training to fully capitalize on the available data.
Solution
Data Analysis and Structuring
Commencement began by analyzing all available data sources, assessing their structure, quality and typical data issues. Unstructured marketing data then underwent rigorous precleaning and structuring to prepare it for advanced analysis.
Creation of a Common Data Model
A unified data model was developed with the cleaned and structured data that served as the single source of truth for all marketing activities.
Collaborative KPI Development
In cooperation with the marketing team, identifying and defining both basic and advanced KPIs which were crucial for monitoring and optimizing campaign performance.
Real-Time Dashboards
Live dashboards were created that presented the KPIs in an easily digestible format, allowing management to monitor campaign performance in real-time.
Azure Cognitive Services Integration
Azure Cognitive Services were integrated to further enhance data analysis providing deeper insights into customer behavior and campaign effectiveness.
Training and Enablement
Comprehensive training was provided for the marketing team enabling them to act on the insights delivered by the new system effectively.
Results
Enhanced Monitoring
Comprehensive visibility is now throughout all marketing activities facilitating further effective management and optimization of campaigns.
Improved Decision-Making
The introduction of real-time dashboards aided faster decision making, leading to quicker adjustments and more agile marketing strategies.
Cost Reduction
Marketing costs were reduced by 10% to 35% by identifying and eliminating ineffective campaigns.
Increased Performance
The overall effectiveness of the marketing campaigns improved, with conversion rates and click-through rates increasing by 5 percentage points.
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