Luxury Retail Group
A group of brick-and-mortar retailers with an e-commerce presence were struggling to quantify the impact of marketing spend. They received monthly performance reports for their
campaigns; however, they were limited to standard digital marketing metrics. Owners questioned the ROI from digital and whether the campaigns were driving business. Owners were looking for an independent assessment of their spend and performance, and recommendations to improve results.
The group engaged Enliven Data Solutions to assess the current state and provide a strategy to measure campaign performance information in a more meaningful way. Enliven’s solution comprised of four components: Changing store web sites to improve conversion tracking and visitor behavior. A tagging strategy to tie campaigns, web site traffic, and sales together. Implementing TapClicks’ Analytics and Reporting platform to consolidate data and create dashboards for owners and their marketing teams.
Rather than looking at digital performance alone, all marketing data points need to be represented; monthly spend, events, billboards, radio, print advertising, and direct mail. In-store traffic, Point of Sale, and Ecommerce systems data were critical to see precisely how marketing drives business.
Dashboards provide owners and their marketing teams with a clear picture of how marketing spend is generating in-store and on-line traffic, conversions, and sales. Campaign metrics are compared against industry benchmarks, giving owners an objective way to assess performance. Owners can see how digital and off-line marketing tactics complement each other.
Marketing teams have valuable consumer insights that has improved messaging, tactics, and targeting. Engagement and conversion rates increased. Waste was reduced by not retargeting customers that already purchased. Blending sales and marketing data enables owners to monitor critical KPIs including Customer Acquisition Cost, Return on Ad Spend, Lifetime Value, and Sales per Square Foot. The group can point definitively to what marketing strategies are working and how it drives business.
Private Equity Firm
A private equity firm wanted to analyze marketing performance and sales data from across their portfolio of e-commerce companies on a high frequency basis. The PE firm realized they needed a solution to automate reporting and build dashboards for that could serve the portfolio as well as the firm. The goals were to improve marketing performance and share the insights across the portfolio companies.
Enliven Data Solutions was engaged for their expertise in systems integration, data optimization and knowledge of TapClicks unified data and reporting platform. Over 80 data sources needed to be consolidated, from marketing through ecommerce, and financial platforms. Automations were enabled to optimize and clean data coming in from the independently functioning portfolio companies. Feeds for monthly marketing spend and sales goals were added.
Resources have shifted from manually assembling reports to optimizing campaign performance. Sales managers can closely monitor sales, keeping a watchful eye on how they are pacing against goals. Similarly, the firm can look across the entire portfolio or drill down into a particular category or company. This firm can see when companies are trending negatively and proactively work with them to overcome challenges and meet their goals.
Marketing performance dashboards enable the group to monitor campaigns against industry benchmarks. Strategies were implemented to closely watch specific campaigns, such as retargeting, to ensure high conversion rates. Key ecommerce metrics, such as page load speed and abandonment rates are also monitored to minimize bounce and cart abandonment.
Key marketing metrics such as Customer Acquisition Cost and Cost per Click are kept in the forefront for an objective measurement of marketing effectiveness. The portfolio companies are able to compare strategies and tactics, share insights, and learn from each other’s strategies.
A B2B publisher was struggling to meet the demands for weekly campaign performance reports from large brands and agencies. The ops team was mired in manual tasks including chasing creative, scheduling, and campaign management. Revenue was missed due to campaigns not meeting customer goals. Campaigns regularly started late, and mid-run changes routinely took 3-5 days. Leads were emailed to clients once a week, often-times longer. Clients were increasingly frustrated, to the point where several cut back their spend while others cancelled contracts.
Automate reporting and implement a self-service dashboard that would service ad ops, advertisers, agencies, sales, and management. The TapClicks unified data platform was selected for its ability to instantly connect to hundreds of enterprise and marketing platforms. TapClicks client facing dashboard would service small and mid-size clients.
The campaign tracking dashboard freed up the Ad Ops team, enabling them to focus on making sure campaigns start on time and deliver to customer expectations. Cashflow has improved as reports are sent on-time and error free. Customer confidence, has been restored as campaigns are delivering to customer goals. Cashflow improved with campaign reports sent to agencies and large brands automatically every week. Sales teams can pull client campaign recap reports themselves without delay. Graphics from dashboards are integrated into sales decks, helping the sales teams communicate the power of omni channel media. Management reports can be pulled in seconds and have brought much needed visibility to the organization.