Our client, a US based regional leader in data-driven digital marketing, needed to develop a Sales Intelligence Platform (SIP) for their clients. SIP is supposed to be the differentiating factor and enables tracking of ROI for digital marketing campaigns. Our client’s core business involved the use of multiple marketing automation tools, Ad Platforms, and Salesforce CRM, which generated massive volumes of data stored in silos. Such data silos made it difficult to get a consolidated view of critical insights and analytics leaving our client struggling to properly demonstrate to their customers the effectiveness and ROI for their digital marketing spending, campaigns, and activities. It was difficult to establish the data relation between dollars spent on marketing campaigns and revenue generated through the digital assets.
Developing a SIP required integrating data from multiple advertising platforms and marketing automation tools with an enterprise data lake. After analyzing the business requirements, enterprise systems and data silos, CyByte’s team of experts designed a data integration module to extract data from Ad platforms (Google, Bing, Facebook, Yahoo), marketing automation tools (Marketo, Eloqua, ION), Salesforce and load the cleansed data to an enterprise data lake. The highly scalable, cloud based data integration solution was developed using open source tools and technologies like Talend Unified platform, PostgreSQL, Amazon Web Services, Linux to consolidate both the structured and unstructured data. The extracted data was used to construct the path of prospective customer from a digital Ad or landing page all the way up to the sales transaction data in Salesforce. Connecting the dots along the path provided the insights on conversion cycle.
CyByte custom-designed a powerful data-driven Sales Intelligence Platform to track and optimize the ROI on digital marketing campaigns. By identifying and eliminating the poorly performing, redundant marketing channels, the cost per lead was reduced by 30%. On an average, Lead pipelines increased by 45% due to channel optimization. The Sales Intelligence Platform created additional offerings to customers such as Campaign ROI dashboards and subscription to advanced reports.
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