Complete Marketing Overview Case Study

Complete Marketing Overview Case Study

Learn how we created a digital marketing war room

OVERVIEW

As marketing efforts expand and include an ever-growing number of channels, it’s becoming increasingly difficult to accurately measure and gauge the success of marketing efforts. The automotive industry in particular is characterized by fierce competition and marketing efforts spread across all channels. To ensure the best conditions for our client in such market we developed a dashboard providing a complete marketing overview displaying everything from digital and offline media performance to sales, store visits, brand perception and overall market developments.

CHALLENGE

Our client was facing the challenge of keeping track of a large number of marketing channels and strategies with each one having different KPIs and success criteria. Furthermore, the client had become increasingly focused on the user journey but needed an overview of how each step of the journey performed – from developing interest, to visiting a dealership and all the way to the final sale. Our challenge lay in developing a solution able to integrate the vast amounts of data from a variety of different platforms and sources and connecting these in such a way as to ensure that our client not only had an overview of their entire marketing performance but also maximized the cross channel learnings.

SOLUTION

Using a variety of custom-made data pipelines and API solutions we created a data model integrating digital and offline marketing performance, footfall tracking, website traffic and data on how the entire market and main competitors were performing in regard to sales and brand perception. By developing a dashboard on top of this massive model we made it possible for our client to quickly access every bit of information they would need in a single overview rather than having to manually extract the learnings from each of their numerous platforms. In effect creating a digital marketing war room.

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