Case study: Campaign Effectiveness Reporting for a Fortune 500 Consumer Electronic Company
About the Client
The client is one of the largest Fortune 500 companies in the world and a leader in digital and electronic products.
The client needed a detailed analysis on marketing campaign effectiveness to build data driven marketing strategies for improving awareness about their products and services among target audiences. The client wanted the analysis to be done on the crude data from clickstream database instead of following the traditional way of reporting using adobe or google
BRIDGEi2i engaged with the client and generated interactive reports highlighting the important KPI’s for measuring campaign effectiveness on different dimensions. BRIDGEi2i AI powered Watch Tower solution reduced the runtime and led to timely delivery of reports.
- Data engineers at BRIDGEi2i extracted session level data from clickstream data (at hit level).
- They also designed the data structure and integrated extracted data to the same granularity to create a comprehensive view.
- The team also reduced the data extraction and measure calculation time by 30%.
Data scientists created and collated campaign effectiveness reports inclusive of landing page overview and deep dive reporting on jump IDs and clickthrough actions. The Visualization team and AI labs built automated dashboard from these reports on different dimensions and measures, resulting in reduced manual effort and real-time insights.
BRIDGEi2i consulting team and AI Labs’ experts deployed the Campaign Effectiveness Watch Tower to provide an intelligent dashboard, leading to a reduced turn around time in delivery of reports and better consumption of insights.