CASE STUDY

Leveraging cross-functional performance data to optimize marketing investment portfolio

ABSTRACT

Business leaders at a Fortune 500 Financial Services firm wanted to quantify the value generated by their marketing investments.  A multitude of customer interactions across products and marketing channels complicated the problem. Solving it required combining data across a variety of databases and functional areas into a holistic view of customer experience and performance.

 

Clearly Define Your Business Objectives

Leaders at a Fortune 500 Financial Services firm wanted to quantify the value generated by their marketing investments. Their multimodal marketing strategy generated simultaneous touch points across web, email, telephonic, direct mail, and in-person channels. The business objective was to optimize the firm’s marketing investments across the various marketing channels and products they were promoting.

 

Aquire & Synthesize Relevant Data

In order to tackle the problem we needed to develop a robust model which could isolate and measure the performance of their individual marketing campaigns within each of their customer segments and product lines.   In order to do this, we accessed their Salesforce database to pull all recent sales and marketing campaigns and their results, their Finance databases to pull all available information on customer behavior and profitability, and their product database to understand the features, pricing and functionality of the various products they were promoting. We then created a methodology for standardizing ROI results across the various channels, enabling business leaders to judge campaign performance using a consistent set of metrics.

 

Develop an Action Plan

In order to simplify execution and drive measurable results, we worked with the client to develop a reporting dashboard which allowed leaders to quickly and easily assess which marketing strategies were most effective for each of their customer segments.  The dashboard yielded immediate insights regarding where to invest incremental marketing efforts, and could also be updated in real-time as new campaigns and results materialized to reflect the latest market conditions.

Partner with You to See it Through

 

Partner with You to See it Through

Using this tool, our client implemented a process of continually tracking, measuring, and improving their marketing efforts by focusing on the most impactful marketing strategies for each customer segment. This allowed them to identify nearly 60% of marketing funds which could be effectively redeployed to improve customer acquisition rates while also increasing retention rates and overall profitability.

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