Data Analytics Solution Increases Marketing ROI

from 28 to 41% with Google Cloud

Overview

We helped an automotive Marketing company increase Marketing ROI from 28 to 41% by implementing a data lake to incorporate financial, marketing and sales data to get to insights fast.

The Challenge

The Company contacted our data consultant to provide a Data Integration and Analytics assessment for the CFO and CIO. The first step was to collaborate with executives to create a roadmap and identify what data was needed to achieve their analytics requirements. This included evaluating existing technical architecture, data integrations and data stores. Next we identified the necessary data to provide a clear view between marketing and finance by tying it to CRM customer data to provide the right insights for critical decision making.

Management was struggling to show their clients the effectiveness of their marketing campaigns and attribute it to their services. The company had embarked on a digital transformation strategy, including unifying multiple platforms with the corporate brand assets, which meant unifying a range of tools and migrating applications to the corporate standard (SAP). The challenge was to design a data storage area that would allow the information to be consolidated and analyzed, without data silos. The CFO worked with our data consultant to advise them on how to integrate the various datasets and sources including campaigns, sales, and financial data. The team discovered that there was a tight correlation between clients who paid on time and campaign effectiveness.

How It Was Solved

The discovery phase focused on identifying the specific data to incorporate, and assigning a value for the data of each marketing campaign. The recommendation was to centralize and consolidate the data in Google Cloud Platform (GCP) and use Google Analytics to provide answers to the challenges presented in rapid and iterative fashion.

After identifying relevant data sources and capturing KPI data from their Salesforce CRM and SAP finance data, we proceeded to use Google Cloud to create a data lake to consolidate sales data and website traffic to arrive at marketing effectiveness measures. The dashboards provided value and led to increasing sales and traffic to their website. It also helped uncover cart abandonment issues so a mitigation plan could be developed to recover lost conversions. For example, they started offering a discount code when a repeat prospect was detected on the website. Additional analytics were used to enhance the company’s website to get new prospects to engage and sign up for their services.

The design of the data model on the data lake was conceptualized for advanced analytics to allow Sales and Marketing to improve marketing campaign effectiveness and higher ROI on their marketing dollars.

Below are some examples of the products created:

• Customized process to load the Data Lake and configuration of analytics platform (ETL, Data Ingestion Google cloud)

• Services rendered Data Analysis: Dashboards for Top three clients and effectiveness of campaign, including traffic data on their website and having ability to identify returning prospects

• Actionable Reporting: Visualized data consolidated and normalized from relevant data sources, plus analytics from social media on prospects to send additional incentives to make the purchase of services

The Results

The dashboards presented to the clients easily showed campaign effectiveness and therefore the value they received from the Marketing Services Company. The solution was not only a cloud data lake, but also an analytics reporting solution, allowing the marketing team to show how to improve client retention and satisfaction by adding coupons.

By understanding the right data and business challenge, and by using the right analytics solution using Google Cloud and Google analytics, the company obtained a reasonable return on investment in less than a year.

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Lee Ebreo

VP of Engineering at Credit Ninja

These things would not have been achievable if we did not build our own in-house system and if we did not partner with Sphere to help us achieve our goals.

Selah Ben-Haim

VP of Engineering at Prominence Advisors

Our experience with Sphere and their team has been and continues to be fantastic. We keep throwing new projects at them, and they keep knocking them out of the park (including the rescue of a project that was previously bungled by another vendor).

Ben Crawford

Senior Product Manager at Enova Financial

I would expect to be delighted. It's been a really positive experience, working with Sphere, and I would expect you to have the same.

Mark Friedgan

CEO at CreditNinja

Sphere consistently prioritizes the needs of their clients, demonstrating both agility and teamwork. As an offshore team, they have been an integral part of our organization and we plan to continue growing with them.

René Pfitzner

Co-Founder at Experify

Sphere provided excellent full-stack development manpower to augment our team and help push our product forward. They are easy to work with, tech-savvy and proactive.

Bruce Burdick

Chief Information Officer at Integra Credit

We've been working with Sphere and its excellent consultants since our founding. I've found that they are true partners in the success of our business.

Jemal Swoboda

CEO at Dabble

The resources and developers that Sphere Software provides are skilled and have the required technical expertise, but more importantly, they have helped us build a culture of excellence within our team.

Arthur Tretyak

Founder and CEO at IntegraCredit

With Sphere, we were able to migrate in half the time it would take to train an additional FTE… and for a fraction of the cost. Our experience with Sphere has been exceptional.

Lee Ebreo

VP of Engineering at Credit Ninja

These things would not have been achievable if we did not build our own in-house system and if we did not partner with Sphere to help us achieve our goals.

Selah Ben-Haim

VP of Engineering at Prominence Advisors