Background

Brandship Inc is a print and digital media marketing firm with global reach. The company’s outreach team is responsible for generating and converting contacts into leads. The team does this through a variety of engagement activities, and tracks a number of different data points in this effort. Unfortunately, the data hasn’t been accessible to management, making it difficult to do strategic planning and program evaluation.

Project Objectives

This project integrates data from Brandship’s CMS and Marketing databases, to provide key metrics and insights related to the company’s global marketing engagement activities. The solution allows managers to view total activities, durations and contacts made by year and across locations. Brandship managers can track contact targets, and view statistics by staff member, engagement topic, level and type of engagement. Brandship outreach staff can plan upcoming engagements based on a number of attributes, such as revenue growth potential, online engagement and other metrics to have the greatest impact.

Final Solution

A link to the live report is available here.

The solution allows Brandship managers to view outreach engagements by number of activities, contacts made and duration, and to slice the data by staff member, topic, level and type. An interactive map also allows staff to drill down to see activities by region, and see whether staff are hitting contact targets for particular locations.

A separate report page allows staff to prioritize and plan engagements. A contact explorer lets staff view contacts by factors such as revenue growth potential, brand awareness and other indicators. And a table shows key statistics for each contact, which can be sorted and exported as needed.

To aid in solution adoption, contextual help is available for each report page with instructions on how to use and consume visuals.