Enhancing Marketing Analytics for Leading Public Interest Enterprise - Case Study
Developing robust Marketing Analytics to optimize omnichannel marketing investments for a leading nonprofit organization.
SITUATION
A $150MM Public Interest enterprise struggled to gauge the effectiveness of its omnichannel marketing investments, leading to inefficient spending and an over-reliance on offline channels.
The organization relied on last-touch attribution, overlooking the influence of other channels in the customer journey.
With an annual revenue of $150MM, the client faced significant challenges in optimizing its marketing investments. The primary issue was the organization's inability to accurately measure the effectiveness of its marketing efforts across multiple channels.
This inefficiency resulted in a substantial portion of the organization's budget being allocated to traditional offline channels like direct mail and face-to-face marketing, which accounted for about 70% of its total marketing expenditure.
In contrast, digital channels received only 30% of the budget.
Knowledge Graph built using Neo4j displaying elements of a single Customer Journey with built-in attribution modeling
ACTION
Revology Analytics developed a robust marketing analytics capability, merging marketing mix modeling with advanced multi-touch attributes and utilizing a marketing knowledge graph for efficient analysis.
To address these challenges, the organization collaborated with Revology Analytics to develop a sophisticated Marketing Analytics capability.
This collaboration involved merging traditional Marketing Mix Modeling with advanced Multi-Touch Attribution (MTA) techniques to provide a comprehensive view of the customer journey.
Example of New Donor performance analysis module. Revify Analytics is Revology’s nonprofit analytics division.
Marketing Knowledge Graph displaying all elements of Customer Touchpoints
OBSTACLES
The last-touch attribution model failed to provide a complete view of the customer journey, and traditional SQL-based systems were inefficient in representing complex customer paths while ensuring privacy.
The organization faced multiple obstacles in enhancing its marketing analytics capabilities.
The existing last-touch attribution model was inadequate as it failed to provide a holistic view of the customer journey. This model overlooked the contributions of various touchpoints, leading to an incomplete understanding of how different channels influenced donor behavior.
Main menu of the client’s Marketing Analytic dashboard. Revify Analytics is Revology’s nonprofit analytics division.
RESULTS
The new Marketing Mix Model highlighted the effectiveness of digital channels, leading to a shift in budget allocation.
The Marketing Knowledge Graph enabled comprehensive multi-touch attribution and enhanced customer journey insights.
The implementation of the new Marketing Analytics capability yielded significant results. The Marketing Mix Model indicated that digital channels were more effective than traditional offline channels. This insight led to a strategic shift in the marketing budget allocation over the next three years, increasing investment in digital channels to enhance overall marketing effectiveness.
A dynamic Power BI dashboard, built on the Knowledge Graph views, empowered the organization to answer pivotal questions related to customer paths, channel effectiveness, and customer acquisition strategies. This dashboard provided a comprehensive and interactive platform for analyzing marketing data and making informed decisions.