Building a Solid Data Foundation

Our client was investing in building stronger business systems to make more consumer-first decisions. They quickly found out that their data was spread across multiple excel spreadsheets and completely disjointed from the business.

We envisioned a marketing friendly solution that was also scaleable and extensible to reach into existing and future needs for business intelligence. We wanted a self-service option for marketing to build and track campaigns but also tie into business KPIs that matter the most.

Problem:

Business data was separated from marketing data. Marketing data was fragmented in multiple locations - fragmenting from itself. Our client was unable to have a comprehensive picture of what efforts were moving the needle and their teams were spending more time trying to find results then learning from them.

Opportunity:

During our audit, we identified that our client needed a unified data structure for marketing activities that would map to their sales data. We also identified a need for an extensible solution that would lend itself to their future technology roadmap while also meeting more immediate pain points.

Solution:

We created a centralized marketing activities database that was easily maintained by members of the Marketing team. This solution also solved a related problem of inconsistency across tagging and tracking methodologies. We also identified a short-term solution that unified sales information to the marketing database, resulting in reporting taking minutes rather than multiple hours.