Business
Challenge:

Designed and Built  a Dashboard to Measure the Marketing Campaign Effectiveness

The technology giant, which relies on a partner-driven sales model, encountered challenges in consolidating Proof of Execution from quarterly marketing programs. To address this issue, they sought a solution that involved creating a comprehensive report and dashboard showcasing campaign effectiveness across geographies and marketing activities. The desired dashboard needed to provide insights into key metrics, including investment, ROI, and sales impact. The primary goal of this initiative was to enhance strategic decision- making through quantitative campaign performance analysis.

TurnB Approach


  • Extracted the individual proof Excel files and audited them to ensure adherence to the standard format.
  • Created a master file by consolidating all individual files using a Python-developed algorithm.
  • Checked and filled missing values based on partner profiles and available data from other sources.
  • Identified and corrected discrepancies observed in fields where predetermined inputs were specified.
  • Devised logics for standardizing results of each metric to the required format and validated the same.
  • Flagged outliers in the provided results and removed them from the analysis.
  • Formulated metrics that accurately depicted the performance of the campaign.
  • Modelled the metrics, including yearly comparisons, to illustrate campaign performance versus the previous campaign.
  • Designed a model to compare various outputs versus Worldwide/Geo level benchmarks to provide insights into the performance for each partner.
  • Designed the dashboard in an intuitive way, enabling marketing managers to easily extract and use views for leadership-level presentations.
  • Incorporated a separate slicer for further deep dives into area-level insights.
  • Provided a visual representation to depict partner-metric level results, allowing the client to view activities and results for each partner in a single snapshot.
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Implications

  • The The client obtained a complete snapshot of campaign performance in a single view.
  • Yearly changes in marketing metrics provided the client with a picture of changing market dynamics.
  • Efficient allocation of funds to partners for subsequent campaigns was made possible based on the observed results.
  • Marketing managers were able to provide recommendations on marketing activities to partners for the next campaign based on the results of the current campaign.
  • Comparison of business growth for partners in the campaign versus non-participating partners provided insights into the impact of the campaign on partner businesses.
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