Unify Salesforce and Oracle Marketing Cloud environment

Client

 A CPG firm headquartered in Asia that uses Salesforce CRM and newly-acquired Oracle marketing cloud

Bullets

  • 20 SGA experts
  • 200 Sales users
  • 10 GB Size of the data
  • 15 Solutions/week

OPPORTUNITY

SG Analytics created a unified environment on the backbone of the Salesforce CRM and the Oracle marketing cloud to build an analytical sales engine for the company’s product offerings.

SOLUTION

Based on a detailed understanding of the client’s technology stack, SG Analytics team adopted the following multipronged solution:

  • SG Analytics complemented the company’s Salesforce capability by integrating the marketing automation platform (Eloqua)with Salesforce. The integrated solution helped the company to track prospects and end-customers from a single view.
  • SG Analytics implemented marketing strategies, scoring and attribution algorithms for the client’s business model, which resulted in a significantly higher ROI
  • SG Analytics built a two-way communication channel between Salesforce and Eloqua and kept Alteryx (a data analytics tool) as a mediator, thus facilitating efficient and qualitative data sharing between them
  • SG Analytics identified industry standard performance indicators (KPI) and published analytical reports and dashboard for stakeholders, generating valuable insights

Flow Chart:

  1. Integration of SFDCwith ELOQUA
  2. Data cleaning usingAlteryx
  3. Implemented marketing strategies, scoring and attribution algorithms
  4. Published analytical reports and dashboard
20
SG Analytics experts.
200
Sales users.
100GB
Size of the data.
15
Solutions/week.

TOOLS USED

Salesforce
Eloqua
Alteryx
SQL/R
Tableau

VALUE DELIVERED

►
1
Reduced turnaround time between marketing and sales teams by a huge margin.
►
2
Demographically distributed product level campaigns resulted in a 45% increase in campaign ROIs.
►
3
New scoring models led to a 32% higher lead conversion rate.
►
4
Increased the performance of sales representatives by 30%, while decreasing the size of data store.