Taming Data Chaos with a Marketing Performance Dashboard
Firms who pursue multi-channel marketing strategies have no shortage of performance data. The problem is bringing it all together so that managers can make informed decisions based on the bigger picture, with a clear sense of what does and doesn’t work. We helped a top global asset manager tame their data with a sales and marketing performance dashboard that integrates data from multiple online and offline channels – from social media to financial advisors – and integrates it into a single, intuitive view.
The client was tracking a huge range of metrics to measure the performance of their sales and marketing function. KPIs included statistics for impressions and click-through for advertising, video, websites and email, engagement and sharing on social media and key numbers for webinars and events, plus many more. The problem was that none of these measures were centralized. They all ‘lived’ in different silos and systems that rarely spoke to each other, if ever. Without a single, clear picture of sales and marketing efforts, the bank couldn’t learn from its past campaigns, or plan future ones. It needed to encourage its marketing and sales teams to collaborate, re-orient its efforts around customers and improve advisor engagement too.
We proposed and developed a 360º performance dashboard for the client’s sales and marketing functions. The heart of the solution is a new, centralized data repository that stores all performance data, automatically pulled in from multiple sources and refreshed in real time. The data is displayed in a tableau-based visual dashboard that shows KPIs by customer segment, business/firm type, channel and time period. Going further, we developed a customized methodology that generates scores for Reach, Engagement and Consideration. These help the bank evaluate the performance of marketing activities and campaigns. Finally, we created two models to support decision making. A marketing mix model shows ROI on marketing and sales over the last two years, while a lead scoring and qualification model identifies high-potential prospects and suggests treatments or activities to reach them.
The dashboard has reduced the time spent on creating regular performance reports by almost 50%. The marketing team can now spend their time on planning better campaigns, instead of manually processing data feeds. Performance reporting is far more transparent, and collaboration between the sales and marketing teams has improved, with a much more customer-centric approach overall. Using their new system, the client can model the ROI of their marketing mix, to clearly determine the impact of different activities and allocate budget to the channels that drive the most engagement. The client can also identify qualified leads and work out the best way to approach them. So far, they have pinpointed potential advisor segments that include 12,600 qualified leads with high profit potential. Alongside this, they have activity recommendations that, once followed through, could generate an increase of $548M in assets