Improving Marketing Performance with Data-driven Decisions
A growing mid-sized retail energy company, operating in several markets in the US implemented a marketing strategy with three primary goals.
1. Increase customer reach via traditional and digital media
2. Measure marketing performance in multi-channel campaigns
3. Optimize campaign performance to meet customer acquisition goals
During the implementation of the strategy, the marketing team faced challenges that include:
Overwhelming amounts of data
Disjointed analytics from various providers
Manual data aggregation is error-prone and time-consuming
Inability to make timely adjustments to the campaign
Inability to get an overview of the effectiveness of marketing efforts across all markets
Smartbridge’s SmartMPM (Smart Marketing Performance Measurement) team evaluated the marketing campaign design and worked closely with the client team to improve the campaign structure. Smartbridge implemented SmartMPM as the marketing performance measurement tool by following four simple steps – evaluate the campaign, recommend changes to enable effective tracking, setup the campaign and train the users.
SmartMPM was quickly configured to get robust, user-friendly marketing performance reports that helped the customer to easily identify their most effective channels in each market. Upon client request, Smartbridge developed the brand summary reports that make analyzing marketing efforts across multiple geographic markets feasible.
Based on the insights provided by SmartMPM reports, our customer was able make significant improvements in their campaign execution plan focusing on their most effective channels thus improving overall marketing performance.