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Automating Campaign Data Management for Faster, More Accurate Attribution
Proprietary and Confidential 21 March 2016
2
Multi devices same content
Marketer’s dilemma - 1
© 2016 Blueocean Market Intelligence
Marketer’s dilemma - 2
3 © 2016 Blueocean Market Intelligence
Growing Data
4 © 2016 Blueocean Market Intelligence
Marketer’s dilemma - 3
Multiple Technologies
Marketer’s Dilemma - 4
Multiple Channels
Multiple Products/ Services
Multiple Audiences/ Customer Segments
= A Cacophony of Information Flowing In and Out
Telephonic
Email / SMS
X
Offline Banners
Discount Schemes
Online Banners
Social Media
Field Sales & Distribution
5 © 2016 Blueocean Market Intelligence
6 © 2016 Blueocean Market Intelligence
Marketer’s dilemma - 5
Tougher ROI questions
The Challenges Are Many …
RoI Justification Difficult to justify campaign RoI numerically because of lack of accurate attribution
Productivity Manual process of uploading the campaign metadata into the reporting platform (which could be Adobe Analytics or Google Analytics platforms) is very tedious, time consuming, restrictive, complex and hence prone to errors
Attribution Ensuring accurate attribution of success (conversion and traffic) to campaigns at each unique identifier level
Mapping Mapping (often manually) the campaign tracking codes to different metadata sets (e.g. geography, channel, product name, campaign name, offer details etc.)
7 © 2016 Blueocean Market Intelligence
The solution to these challenges….
© 2016 Blueocean Market Intelligence
“Digital Data Classification Platform”
SynergistTM Addresses Your Challenges In Managing Multiple Data Assets
Useful for marketing & product managers
Simplifies coordination efforts with multiple external vendors
More accurate reports
Compatible with Adobe and Google Analytics platforms
‘Click of a button’ correction of logic
9 © 2016 Blueocean Market Intelligence 9
SynergistTM Makes Campaign Management & Attribution Easier
Enable campaign tracking across different channels and properties
Compatible with any platform level attribution model
Auto-upload of classified information into Adobe Marketing Cloud or Google Analytics platforms
Enables 360o view of campaign performance
Has in-built data connectors and APIs
10 © 2016 Blueocean Market Intelligence
In Summary
Simplify digital data management across multiple data sources
Accuracy of data attribution across multiple data sources
Single, unified dashboard for better decision-making
Reduce manual effort & augment speed, scalability, security, quality and reliability
Interoperable and compatible with existing IT investments
11 © 2016 Blueocean Market Intelligence
13 © 2016 Blueocean Market Intelligence
Case study
Client:
Technology
Industry:
• Accurate marketing channel performance reporting
• Higher ROI from marketing spends
• Enabled more action oriented and data-driven marketing initiatives
Business Impact:
Leading PC Manufacturer in the world
Study Objective
• Client’s website had more than 1,000 campaigns running in a week and client wanted to ensure automated campaign tracking and classification solutions
• Prior to the Blueocean Market Intelligence solution, regional stakeholders used to work with individual agencies to set up campaigns and track them manually – leading to gaps with tracking mechanism and final reports that did not portray the complete picture as attribution quality was poor
• Focus was to arrive at a consistent and clearly defined process of tracking campaign performance, ensuring 100% compliance to business rules
Approach
• Conducted a two day long workshop with stakeholders understanding current business issues and problems
• Blueocean team deployed a team of ETL / DB experts, digital analytics SMEs and web developers.
• A platform was configured, which allowed client stakeholders to set up campaigns via a friendly interface with minimum effort
• Multiple field level validations were put in place so that stakeholders could run and manage campaigns independently, with minimum intervention from IT or media agency
Result
• Blueocean Market Intelligence created a robust user-friendly solution for client stakeholders for accurate classification and reporting
• Generated accurate reports within the first 48 hours of automation, removal of all legacy classification issues
• Reduction in processing time required to generate tracking codes for newly launched campaigns
• Generated 1,000+ tracking codes in 20 minutes compared to the usual 48-36 hours of legacy process
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Proprietary and Confidential
