Consolidating Marketing Data
for an Essential Business Services Organization

The Customer

The customer is an essential business services organization, offering their clients back office support services to streamline processes and enable in-house talent to focus on higher priority goals.

The Challenge

The customer had acquired multiple new organizations and brands, and because of this, there was a significant challenge of marketing data spread across multiple entities. The primary hurdle they faced was the complexity in consolidating data from these disparate sources.

Metrics coming in from several platforms and the absence of a centralized paid campaign tracker, hindered the customer’s ability to measure the effectiveness of marketing campaigns, impeding data-driven decision-making.

The customer found themselves grappling with a fragmented data landscape, making it arduous to gain a unified view of their marketing performance.

The Objective

The customer was looking for synergy and consistency across their newly acquired entities. They wanted to consolidate all of their marketing data and a unified tracking system. The need for a comprehensive solution that could harmonize the diverse data sets and provide actionable insights became evident.

The Solution

• To centralize and consolidate data from diverse sources, our team implemented our in-house no-code marketing analytics platform, DiGGrowth, for the customer.
• DiGGrowth integrated seamlessly with the existing systems to ensure a smooth transition without disrupting ongoing operations.
• We employed DiGGrowth’s robust capabilities to consolidate marketing data from the various organizations and brands within the customer’s portfolio.
• We streamlined the data consolidation process, creating a unified repository that offered a holistic view of marketing performance.
• We also developed a custom report within DiGGrowth, tailoring metrics to align precisely with the customer’s KPIs.
• We consolidated key metrics such as click-through rates, conversion rates, and ROI, and developed a dedicated dashboard exclusively focused on tracking paid campaigns.
• The customer utilized the expertise of DiGGrowth’s marketing science team, which comes as a plus one with the platform, to collaborate on interpreting campaign data and ensuring a unified and insightful marketing ecosystem.
• DiGGrowth also gave the performance marketing team the ability to identify underperforming keywords and campaigns, coupled with the agility to leverage additional budget for exploration, creating a balanced and adaptive approach to budget optimization.

The Results

The implementation of DiGGrowth and the establishment of a centralized paid campaign tracker yielded remarkable results for the customer, significantly enhancing their operational efficiency and contributing to a substantial increase in revenue. Here are the key outcomes:

• Streamlined data consolidation processes resulted in significant time savings for the customer.
• Automated reporting within DiGGrowth reduced manual effort, allowing the marketing team to focus on strategic initiatives.
• This, in turn, led to a substantial increase in the sales pipeline as marketing efforts became more targeted and aligned with customer preferences.
• The direct impact on revenue was evident, with over $800K worth of additional closed won revenue attributed to marketing.
• With DiGGrowth’s dedicated paid campaign tracker, the customer gained insights and improved visibility into campaign performance.
• The combination of consolidated data and a customized reporting interface enabled the marketing team to make informed decisions promptly, transcending organizational and brand boundaries.
• With DiGGrowth as a co-pilot, the performance marketing team could confidently navigate the complexities of budget management, ensuring that marketing investments not only fly but thrive in the ever-evolving landscape.