Customer-Centric Data Foundations

Our direct-to-consumer client had a strong analytics foundation that was completely separated from offline and online marketing activities. They lacked a consistent approach to measuring the effectiveness of campaigns internally and across multiple agency partners.

With over $20M in marketing dollars driving $1B in revenue, there was a need to unify partners to determine what was driving customer acquisition, retention, and winback across what channel and medium.

Problem:

Marketing data had zero connection to down funnel business outcomes. It lacked consistency across offline and online mediums and internal and agency partners were not engineering their efforts to the right outcome across multiple channels, resulting in ineffective spend and poor lead quality.

Opportunity:

Provide structure that would combine online and offline efforts to be used in current and future reporting and modeling needs. Create feedback loop internally and externally across various analytics systems and ad platforms.

Solution:

We created a data dictionary to better categorize and consolidate online activities, translated into a consistent tagging and tracking methodology for in-house and external agency activities across all channels. Created a unique identifier that connected online efforts to offline results. Improved down funnel outcomes by 67% while reducing ineffective spend by 200%.