Visualization-enabled, integrated big data architecture covering leads funnel

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.

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