C5i Case Studies Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics

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	Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics C5i

Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics

C5i

Technology Category	Analytics & Modeling - Big Data Analytics
Applicable Functions	Sales & Marketing
Use Cases	Predictive Replenishment
Services	Data Science Services
Challenge	The client, a leading US PC manufacturer, was struggling to understand the ROI generated from their digital marketing efforts and assign the right dollar value to each channel. They were finding it difficult to implement a data-driven marketing optimization strategy. There was no standard process in place which could distinguish different customer segments based on variation of traits and characteristics. The client wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue. Read More
About Customer	The customer in this case study is a leading US PC manufacturer. They are a large company in the Information Technology industry. The company was facing challenges in understanding the return on investment (ROI) generated from their digital marketing efforts. They were struggling to assign the right dollar value to each marketing channel and implement a data-driven marketing optimization strategy. The company lacked a standard process to distinguish different customer segments based on variation of traits and characteristics. They wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue. Read More
Solution	Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client. They conducted a series of workshops to understand the business drivers, activities and also define the actual list of hypotheses that needed to be solved. They prepared and integrated several data sources such as client CRM, web metrics, promotion and product data and publicly available demographic data. Blueocean Market Intelligence built a multi-regression based attribution model to determine allocation for different channels to maximize the ROI. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Applicable Functions

Sales & Marketing

Use Cases

Predictive Replenishment

Services

Data Science Services

Challenge

The client, a leading US PC manufacturer, was struggling to understand the ROI generated from their digital marketing efforts and assign the right dollar value to each channel. They were finding it difficult to implement a data-driven marketing optimization strategy. There was no standard process in place which could distinguish different customer segments based on variation of traits and characteristics. The client wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue.

About Customer

The customer in this case study is a leading US PC manufacturer. They are a large company in the Information Technology industry. The company was facing challenges in understanding the return on investment (ROI) generated from their digital marketing efforts. They were struggling to assign the right dollar value to each marketing channel and implement a data-driven marketing optimization strategy. The company lacked a standard process to distinguish different customer segments based on variation of traits and characteristics. They wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue.

Solution

Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client. They conducted a series of workshops to understand the business drivers, activities and also define the actual list of hypotheses that needed to be solved. They prepared and integrated several data sources such as client CRM, web metrics, promotion and product data and publicly available demographic data. Blueocean Market Intelligence built a multi-regression based attribution model to determine allocation for different channels to maximize the ROI.

Impact #1	Integrated data from 35+ sources and scaled up unified marketing database
Impact #2	A 70% accurate attribution model improved the decision making process from a previous model at 15%
Impact #3	Effective online strategies resulting in the improvement of brand advocacy

Impact #1

Integrated data from 35+ sources and scaled up unified marketing database

Impact #2

A 70% accurate attribution model improved the decision making process from a previous model at 15%

Impact #3

Effective online strategies resulting in the improvement of brand advocacy

Benefit #1	70% accuracy in attribution model
Benefit #2	15% improvement in brand advocacy

Benefit #1

70% accuracy in attribution model

Benefit #2

15% improvement in brand advocacy

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Overview

Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics

Operational Impact

Quantitative Benefit