Brief to DataPOEM
Being one of the Top VOIP providers in the world, the brand generates a high amount of leads from many sources, the biggest problem was to to identify which channel is contributing to more Marketing qualified leads and the crss channel impact of marketing activities.
Below is the Data we have taken as an input.
1. Digital Media DataWe have taken access to all the advertising platforms used our APIs to fetch the data automatically to avoid any data loss.Digital Media Data from Company (Facebook, Google Ads, Microsoft, DV 360, Linkedin Ads)
2. Channel Partner Dataother demand generation channels data that the brand has invested in
3. CRM DataMarketo access and relevant metrics and statistics for Outbound / EIMS
4. SFDCSFDC API access
5. Web Analytics DataWe have taken web analytics access i.e GA360 used our APIs to fetch the data
6. Market Place spends dataWe have taken the spend data that the brand is spending on Amazon Ads.
7. Print Advertising DataDaily Data of the print advertising that the brand promoted.
8. Retail sales dataWeekly Sales data of retail channels.
9. Macro Economical FactorsBrand Category Search Data.
10. HolidayUS Federal Calender
The platform fetched the data from different platforms with as much with daily granularities at campaign/ad group/stage/city with all the key metrics and ingested the data to identify what is impacting the MQLs and the impact of marketing activities on channel partner leads.
We have built 10+ models before finalizing the best model that gives 97% accurate attribution of the marketing channels.
The client was able to see the omnichannel attribution of their marketing spending on the sales
The client was able to identify what marketing channel is impacting their channel partners leads
The client was generate the plan and execute to drive better performance
The client was able to test the hypothesis they have on the media mix of their marketing activities
The client identified the no impact marketing activities and saved the costs.
21% savings on the media spend by delivering the same results.
Scenario planning with 15+ hypothesis.
94% Accurate model results.