Marketing Optimization

Gaining insight into marketing cost and in turn optimising marketing spend to gain the most out of each campaign or activity.

The problem & situation

Gaining insight into marketing cost and in turn optimising marketing spend to gain the most out of each campaign or activity. Our client wanted to have data-driven answers to these questions. Knowing where to play and where to invest, finding out what sources are most effective to achieve certain KPI’s.

The solution

We executed a multi-layered project, starting with the design of a comprehensive ETL (Extract, Transform, Load) process to consolidate various data sources into a complete overview. We then went on to create an easy to use dashboard that provides stakeholders from multiple layers within the organisation, with actionable insights.

The outcome

The marketing dashboard facilitates an optimised marketing strategy by aligning spend with strategic goals. It equipped the marketing manager with the tools needed to control spend and strategic direction. At the same time, marketers are fed with the information they need to run a tight tactical operation. One interesting insight revealed that while certain social media channels can generate a high number of impressions, they don’t always deliver the desired results. In fact, they often attract a lot of unwanted attention to the website, leading to an increase in requests and questions that did not contribute to business growth and instead added extra costs.