Business
Challenge:

  • As a prominent retail force in the GCC, our client is synonymous with dynamic in-store promotions that span a wide range of marketing activities. From print materials to store essentials and impactful advertising on radio, TV, and newspapers, their strategic budgeting extends to special events with celebrities and cash.
  • Clients experience inefficiencies in marketing budget allocation due to a siloed view of performance across.
  • Inability to track actual spending against the allocated budget, hindering identification of potential overruns or deviations from the plan.
  • The absence of data-driven insights hampered strategic decision-making and resource allocation in marketing.
  • Design a centralized dashboard that provides insights into the utilization and accumulation of the marketing budget, facilitating data-driven optimization of marketing.
  • Methodically examine expenses on an account-by-account basis and monitor budget spending data to pinpoint and prioritize areas for cost.

TurnB Approach

Process Assessment

Conducted an in-depth analysis of the existing marketing budget allocation and utilization processes and identified bottlenecks, inefficiencies, and areas lacking real-time.

Collaborated with key stakeholders, including marketing, finance, and IT teams, to understand their specific requirements and pain.

Revised the categorization of account headers, distinguishing and pinpointing funds allocated for customer incentives, customer loyalty programs, branding, advertising, and communication.

Metrics Identification and Dashboard Design

Thoughtfully crafted metrics that elucidate budget allocation and utilization within each.

Created an easily navigable and visually intuitive dashboard incorporating charts and graphs to depict the established metrics and categorized.

Furthermore, the dashboard facilitates in-depth analysis of individual marketing channels through drill-down.

Implications

Reworked account header categorization for improved visibility into marketing budget expenditures, providing a clearer insight into spending on customer incentives and loyalty.

The designed dashboard empowered the client to gain real-time insights into their marketing budget and recognized areas with under optimized marketing spend, fostering informed decision-making and resource allocation.

Dashboard historical data aids in forecasting future marketing budgets, facilitating effective campaign planning and resource allocation.

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