Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics
Company Size
1,000+
Region
- America
Country
- United States
Product
- Digital Analytics
Tech Stack
- Data Integration
- Multi-regression based attribution model
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Data Science Services
About The Customer
The customer in this case study is a leading US PC manufacturer. They are a large company in the Information Technology industry. The company was facing challenges in understanding the return on investment (ROI) generated from their digital marketing efforts. They were struggling to assign the right dollar value to each marketing channel and implement a data-driven marketing optimization strategy. The company lacked a standard process to distinguish different customer segments based on variation of traits and characteristics. They wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue.
The Challenge
The client, a leading US PC manufacturer, was struggling to understand the ROI generated from their digital marketing efforts and assign the right dollar value to each channel. They were finding it difficult to implement a data-driven marketing optimization strategy. There was no standard process in place which could distinguish different customer segments based on variation of traits and characteristics. The client wanted to implement robust, data-driven marketing and sales workflows to enable better ROI with maximized sales revenue.
The Solution
Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client. They conducted a series of workshops to understand the business drivers, activities and also define the actual list of hypotheses that needed to be solved. They prepared and integrated several data sources such as client CRM, web metrics, promotion and product data and publicly available demographic data. Blueocean Market Intelligence built a multi-regression based attribution model to determine allocation for different channels to maximize the ROI.
Operational Impact
Quantitative Benefit
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