Client
A CPG firm headquartered in Asia that uses Salesforce CRM in combination with a newly-acquired Oracle marketing cloud.
OPPORTUNITY
The client approached SG Analytics to create a unified environment on the backbone of the Salesforce CRM and the Oracle marketing cloud. The objective was to build an analytical sales engine for the client’s product offerings.
SOLUTION
Based on a detailed understanding of the client’s technology stack, SG Analytics adopted the following multipronged solution:
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We complemented the company’s Salesforce capability by integrating the marketing automation platform (Eloqua) with Salesforce. The integrated solution helped the company to track prospects and end-customers from a single view.
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We implemented marketing strategies, scoring and attribution algorithms for the client's business model, which resulted in a significantly higher ROI.
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We built a two-way communication channel between Salesforce and Eloqua and kept Alteryx (a data analytics tool) as a mediator, thus facilitating efficient and qualitative data sharing between them.
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We identified industry standard performance indicators (KPI) and published analytical reports and dashboard for stakeholders, generating valuable insights.
VALUE DELIVERED
1
Reduced turnaround time between marketing and sales teams by a huge margin.
2
Demographically distributed product level campaigns resulted in a 45% increase in campaign ROIs.
3
New scoring models led to a 32% higher lead conversion rate.
4
Increased the performance of sales representatives by 30%, while decreasing the size of data store.
