C5i Case Studies Leading PC manufacturer enhanced forecast accuracy and campaign attribution accuracy with analytical measurement system

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	Leading PC manufacturer enhanced forecast accuracy and campaign attribution accuracy with analytical measurement system C5i

Leading PC manufacturer enhanced forecast accuracy and campaign attribution accuracy with analytical measurement system

C5i

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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 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.

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.

Impact #1	Seamless data integration across multiple platforms and sources.
Impact #2	Scaled up the existing unified marketing database by integrating 21+ data sets from multiple sources.
Impact #3	Implemented highly effective predictive models to forecast marketing spends and expected revenue.

Impact #1

Seamless data integration across multiple platforms and sources.

Impact #2

Scaled up the existing unified marketing database by integrating 21+ data sets from multiple sources.

Impact #3

Implemented highly effective predictive models to forecast marketing spends and expected revenue.

Benefit #1	Confidence levels of 85% and R2 values close to 75% for forecasting marketing spends and expected revenue.
Benefit #2	80% confidence level of attributing KPIs to campaigns.

Benefit #1

Confidence levels of 85% and R2 values close to 75% for forecasting marketing spends and expected revenue.

Benefit #2

80% confidence level of attributing KPIs to campaigns.

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Overview

Leading PC manufacturer enhanced forecast accuracy and campaign attribution accuracy with analytical measurement system

Operational Impact

Quantitative Benefit