Our customer is a multinational lighting manufacturer with a history of more than 100 years. Listed on the stock exchanges in Frankfurt am Main and Munich, the company employs more than 25,000 people worldwide and offers lighting products and solutions along the entire lighting value chain.
Challenge and objective
The digital marketing, service and sales activities were considered and optimized separately. This was due on the one hand to the organizational division of responsibilities for different digital contact points (touchpoints) and the touchpoint-specific tracking of different metrics and KPIs.
The objective of the customer was to have an integrated view of the relevant digital contact points and thus to have the opportunity to demonstrate the interplay of the individual measures along the digital customer journey with the goal of optimally orchestrating websites, E-Commerce, apps, digital advertising and social media from corporate marketing and the individual business units.
The solution developed for our customer was an integrated digital performance management approach. For this purpose, a KPI set was defined for all digital touchpoints, which on the one hand measures the performance of all digital marketing and sales activities and also measures the spill-overs and interconnections of of different digital touchpoints. By setting up a reporting tool with integrated cross-touchpoint dashboards based on a business intelligence solution, the individual digital marketing and sales activities were integrated into the context of the customer journey. The comprehensive digital performance dashboards enabled our customer to visualize and understand the marketing and sales funnels and optimizing the entire digital ecosystem of marketing, sales and service. Relevant areas of consideration were the click stream on the websites, SEO performance of the website, the influence of SEA and advertising as well as the role of different social media channels and activities on marketing conversion and sales funnel as well as campaign performance.
After creating dashboards at different levels of analysis (operational dashboards, management dashboards), the solution was rolled out both in the central departments and selected countries, and training was provided to ensure the widest and most effective use at all levels of the organization.
An integrated digital performance reporting tool generates transparency across all digital channels and the measured KPIs. This overcomes “silo management”, puts individual measures in the context of the digital customer journey and optimizes the overall system instead of individual measures.
Furthermore, continuous monitoring of digital performance provides control over the course and impact of digital marketing and sales activities, and enables early detection of optimization potentials in marketing and sales. Thus, individual campaigns, measures and contents can be subjected to a precise performance control, which leads to a cost-optimized and benefit / user-oriented control of campaigns. In addition, the allocation of resources and budget can be optimized based on the overall overview of all digital channels.