Large PC vendor optimized marketing mix to maximize ROI from marketing channels using insights gained from digital analytics
公司规模
1,000+
地区
- America
国家
- United States
产品
- Digital Analytics
技术栈
- Data Integration
- Multi-regression based attribution model
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 大数据分析
适用功能
- 销售与市场营销
用例
- 补货预测
服务
- 数据科学服务
关于客户
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.
挑战
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.
解决方案
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.
运营影响
数量效益
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