A global manufacturer of luxury consumer appliances and goods
An international white goods retailer was facing challenges in utilising their data effectively to drive impactful marketing campaigns. The company lacked visibility into the performance of various marketing channels, impeding their ability to assess conversion rates, ROI, average order value (AOV), and other critical metrics. This lack of insight resulted in inefficient allocation of marketing spend and hindered their ability to optimise campaigns effectively
Conducted a detailed audit of the retailer’s Customer Data Platform (CDP) and Customer Relationship Management (CRM) systems, specifically Tealium and Salesforce, to ensure data completeness, consistency, and accuracy. Engaged with key stakeholders through interviews to gather insights into their campaign roadmaps and to identify the essential KPIs required for evaluating marketing success.
Designed and built customised dashboards using PowerBI tailored to meet the specific needs of different end users, including the Chief Marketing Officer (CMO), Sales and Marketing teams, Customer Service, and Retention departments. These dashboards provided real-time visibility into essential performance metrics, enabling more informed decision-making
Conducted training sessions for end users to ensure they could effectively leverage the dashboards and insights for data-driven decision-making, empowering them to make timely adjustments to campaigns and marketing strategies.
By gaining clear visibility into marketing performance metrics, the retailer was able to allocate their marketing budget more effectively across channels, ensuring that spend was optimised for the highest impact.
The ability to access real-time data and insights facilitated proactive campaign optimisation, allowing the retailer to make data-driven adjustments that enhanced campaign effectiveness and drove increased revenue.
