Advanced Data Integration and Segmentation Drive 45% Increase in Lead Quality for Global IT Provider

Advanced Data Integration and Segmentation Drive 45% Increase in Lead Quality for Global IT Provider

Advanced Data Integration and Segmentation Drive 45% Increase in Lead Quality for Global IT Provider Data Fusion: Transforming Marketing Insights for a Global Telecom Leader

Advanced Data Integration and Segmentation Drive 45% Increase in Lead Quality for Global IT Provider
Services
Marketing Analytics
Industry
Information Technology
Result 1
45%
Increase in Lead Quality
Result 2
35%
Improvement in User Engagement

Project Overview

The client, headquartered in Mumbai, is a leading provider of Managed Hosting and Multi-Cloud Hybrid IT solutions, serving over 2,000 enterprises globally. As a subsidiary of one of Japan’s largest telecommunications companies, they are recognized among the top telecommunications entities worldwide.

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Project Execution

Challenges

The client faced the following challenges:

  • Data Integration: They needed to integrate marketing channel data to gain insights and improve return on investment (ROI).
  • Lead Quality Improvement: The client sought to sync data analysis with strategies to refine lead scoring and enhance lead quality.
  • Optimizing Marketing Spend: They aimed to optimize spending to improve campaign performance and better understand customer interactions.

Objectives

  1. Integrate data from multiple marketing channels for enhanced insights and ROI improvement.
  2. Refine lead quality through improved lead scoring and segmentation.
  3. Optimize marketing strategies based on data analysis to improve user engagement and interaction.

Approach

  • Segmentation
    • Enhanced segmentation using LinkedIn Insights and Salesforce data to better target and segment prospects.
    • Improved lead scoring via Google Analytics 4 (GA4) to ensure more accurate conversions.
  • Data Analysis & Dashboarding
    • Developed custom LookerStudio dashboards for actionable insights to improve campaign analysis and reporting.
    • Integrated Google Ads data to create an agile response system for marketing campaigns, allowing for real-time adjustments.
  • Continuous Improvement
    • Implemented a continuous feedback loop for adaptive strategy refinement and ongoing campaign optimization.
    • Leveraged insights from data analysis to continuously adjust and fine-tune marketing strategies.

Project Results

  • 45% Increase in Lead Quality: Through refined analytics and segmentation, the client achieved a 45% improvement in lead quality.
  • 35% Improvement in User Engagement: User engagement metrics rose by 35%, driven by data-backed, targeted content strategies.
  • Established Unified Data Ecosystem: Created a unified data ecosystem that facilitated agile decision-making and improved campaign performance.

‍Conclusion

‍By integrating data across marketing channels and leveraging advanced segmentation, the client significantly enhanced lead quality and user engagement. The creation of custom dashboards and the implementation of a continuous feedback loop allowed for agile marketing strategies, improving overall ROI and decision-making. This data-driven approach provided the client with the tools needed to remain competitive and agile in the fast-paced telecommunications industry.

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