DATA DEMOCRACY IN ACTION: UNIFYING 24 SOURCES, SAVING 50 HOURS WEEKLY

Background:  

In our matrix organization, tracking marketing performance was a constant struggle.

Talented team members wasted countless hours wrestling data from scattered systems into Excel reports, rather than driving quick, actionable insights. Confidence in the numbers was shaky at best, and we needed a reliable and efficient solution – on a budget!

Challenge: 

In our complex organization, meaningful insights weren't just nice-to-have - they were essential for driving action. Our key marketing programs lacked this critical foundation, leaving teams with inefficient processes.

Solution: Outlined vision and plan for future state reporting and metrics framework.

• Championed a new reporting framework that turned data into decisions, bringing key stakeholders along for the ride

• Partnered with Finance to balance “top down” & “bottoms up” approaches

• Created a testing protocol that built trust in our numbers and sped up our learning curve

Results:

• Aggregated 24 sources of disparate data into a single database

• Created a “self-service” interface enabling access to marketers and finance

• Developed last touch and attributed marketing reads, allowing for better day-to-day reads and enhanced planning

• Real-time access enabled better understanding incremental gains of marketing efforts

• Reduced time spend “building reports” by over 50 hours a week