Visualization-enabled, big data architecture covering leads funnel
A leading media firm
Our client experienced low visibility of the impact of marketing campaigns on lead generation due to data residing in different locations and formats.
The client wanted to harmonize campaign data with leads funnel / salesforce data, in order to enhance the lead conversion rate and drive better returns on marketing spend.
Benefits & outcomes of our engagement
3,000+ campaigns tracked till date
Easy to use self-service visualization platform has helped the client’s marketing team rationalize customer acquisition costs by 12% by de-focusing on the types of campaigns and user segments that have a low impact on conversion/brand switch
Curbed attrition rate of the sales team by 5% due to higher visibility and quicker feedback on sales funnel action items
SGA set up a cloud-based data architecture using AWS cloud platform (client’s environment) and SQL server managed automated data processing, to manage day-level campaign data
Integrated lead generation data (Pardot, Eloqua) with the campaign performance database (Google Analytics) to determine impact of the campaign on lead conversion
This enabled a multi-fold application across business units:
Provided an interactive visualization of prospects / leads funnel
Helped assess the impact of marketing campaigns on conversion of qualified leads, and not just the end-of-month sales outcomes
Helped track the website traffic movement and pre-determine / gauge the likelihood of ongoing traffic on customer acquisition during specific campaign periods