Elevating Marketing Strategies to Drive Growth and Engagement at Niche CPG Company: A Data-Driven Approach
Overview
Florida-based CPG brand that specializes in new moms and baby care products, sought to elevate its marketing strategies to fuel growth and engagement. With a wide distribution network spanning online channels and major retailers like Walmart, Walgreens, Target, and Kohl’s, the company is committed to fostering trust and loyalty among new parents and families. However, limited and cumbersome analytics were hindering marketing performance and campaign measurement, hence they were looking to leverage data-driven insights to enhance customer engagement to drive sustainable growth in the dynamic CPG landscape.
Industry
Retail & Ecommerce, Consumer Packaged Goods
Solution
Retail Data Analytics, Marketing Dashboards
Location
United States
Objective
Empowering the CMO and Marketing Team with Real-Time Data and Analytics
The client aimed to overhaul its marketing analytics to provide real-time insights and improve the efficiency of its marketing team, enabling them to make data-driven decisions and optimize campaigns effectively.
- Real-Time Insights: Provide the CMO and marketing team with real-time access to key performance indicators (KPIs) and campaign performance data across all channels.
- Data-Driven Decision Making: Enable the marketing team to make informed decisions based on data-driven insights to optimize marketing strategies and improve ROI.
- Streamlined Data Collection: Eliminate the need for manual data collection and collation, allowing the marketing team to focus on creating impactful campaigns.
The Challenge
Manual Data Collection and Limited Analytics Hindering Marketing Effectiveness
The company faced challenges in collecting, consolidating, and analyzing real-time data from various marketing channels. The lack of timely insights hindered data-driven decision-making and marketing optimization.
- Manual Data Collection: Manual collation of data from Google, Amazon, social media, and the website was highly inefficient.
- Delayed and Limited Insights: Delayed access to crucial insights and inability to conduct in-depth analysis and comparisons, restricted strategic capabilities.
- Time Constraints: Limited capacity to focus on creating new, impactful campaigns.
- Customer Engagement: Difficulty in monitoring engagement with customer communities to adapt campaigns to drive growth.
The Solution
Comprehensive Marketing Analytics Dashboard Powered by Microsoft Power BI
Rysun collaborated with the client’s technology team to develop a set of sophisticated Marketing Performance Dashboard. Our data experts also developed the data integration flows.
- Marketing Analytics: Provides updates on crucial KPIs, such as total spend, sales, ROAS, DPV, CTR, CVR, impressions, and clicks.
- Marketing Performance Dashboards: Offer a comprehensive view of key performance indicators (KPIs) and campaign metrics.
- Data Integration: Automated integration of marketing data feeds from over ten sources.
- Azure Data Lake: Data architecture and integration designed for sustainability and scalability.
- Comprehensive Analytics: Detailed analysis of performance by brand, channel, keyword trends, and creative performance, enabling data-driven decision making.
Business Impact
Transforming Marketing Effectiveness through Real-Time Insights and Data-Driven Decisions
The integrated Marketing analytics dashboard successfully addressed the challenges of manual data collection, limited insights, and customer engagement. It empowers the marketing team to focus on creative and impactful campaigns while building a trusted community around their brand.
- Focus on Strategic Initiatives: Real-time insights enabled the CMO to make quick decisions and adapt strategies and campaigns.
- Improved Marketing Optimization: Better identification of opportunities for optimizing ad performance, improving user experiences, and streamlining the conversion funnel.
- Improved Campaign Performance and ROI: Campaign spend and performance analytics allow for optimization of marketing strategies and better ROI.
- Strengthened Customer Engagement: Insights into social media and customer engagement to help build a stronger community.
- Time Savings and Creativity: By automating data collection and analysis, the marketing team can now focus on building more creative and impactful campaigns.
