The marketing department of a global manufacturing company needed to demonstrate ROI to secure budgets from their new, financially focused C-suite team. With a small yet highly skilled team, they needed assistance with leadership alignment to move forward.
Marketing Solutions
With a tech stack that many marketers dream of, with Snowflake, Salesforce, and analytics tools at their fingertips, this client needed help finding both quick wins and a long-term plan to source budget and fund the initiatives that drive sales.
- MarTech Discovery
Establishing a single view of the customer through Front End-, Portal- and Enterprise-level tech. - Digital Advisory
From reviewing past Media Mix Modelling (MMM) to creating recommendations for testing plans, conversion baselines, quick wins, and long-term steps.
The Results
A clear path forward.
Similar to strategy, technology cannot live in silo. Marketing technology is most powerful when integrated with other platforms, ingesting and sharing information, and aligning systems and team members to a unified view of the customer.
This team had a tech stack that many marketers would die for, with control over Snowflake, and visibility into aggregated sales data and digital advertising. However, they lacked the final conversion point visibility to attribute ROI, and as many marketing teams do, they were managing this alongside a plethora of other responsibilities and needed help.
By engaging with various levels of leadership and departments throughout the organization, Sensible Marketer provided the client with a strategic overview of their current state, the gaps, and detailed recommendations on how to move the needle for the marketing team, including short-term and long-term metrics for third-party retail sales. Following an assessment of the past MMM, there were opportunities to improve its findings and fill in the missing elements identified by Sensible Marketer.
The review and recommendations were so well received that Sensible Marketer was further engaged to run a workshop on next steps, as well as review testing plans for advertising to ensure measurements could identify incremental lift of advertising.
