India O�ce

Umiya Business Bay, Tower 1, 2nd Floor,Cessna Business Park, Kadubeesanahalli,Outer Ring Road, Bangalore-37, Phone: +91-80-67422100

U.S. O�ce

42808 Christy St., Suite 226, Fremont, CA, 94538, Phone: +1-650-666-0005

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Marketing Science CentreBRIDGEi2i as a marketing analytics partner for a Fortune 50 company, transformed reporting silos into a robust Marketing Effectiveness Measurement Process through the standardization of metrics, sustained industry tracking and provision of insights that enable decisions with regard to new and existing products.

The client is involved in the manufacturing of semiconductors, chipsets and wireless telecommunications products and services. The client needed a phase-wise approach to operationalize a marketing RoI framework.

The engagement was initiated with the objective of consolidating the existing reporting structure for a specific Business Unit. This required the selection and measurement of key metrics that addressed the objectives of the Web-enabled Application Development Platform. The learning leveraged from this activity enabled the creation of a framework that could be prescribed to the remaining Business Units.

Phase 1

About BRIDGEi2iBRIDGEi2i is an analytics solutions company partnering with businesses globally, helping them achieve accelerated outcome harnessing the power of data. BRIDGEi2i helps companies to BRIDGE the gap between INFORMATION, INSIGHT and IMPACT in their journey to institutionalize data driven decisions across the enterprise.

The capabilities demonstrated by BRIDGEi2i during Phase I significantly expanded the scope for Phase II with concrete steps being taken towards the development of a marketing database. Also, there was a need to optimize investment in certain campaigns pertaining to overall corporate marketing efforts. In order to achieve this, it was necessary to remain plugged into the latest industry buzz (digital and social media) in various geographies. This was particularly difficult due to the dynamic nature of the business environment which required a constant industry tracking mechanism.

BRIDGEi2i’s expertise with tools like Meltwater and Omniture facilitated this requirement in an accurate and timely manner. The outcome was that the client was able to take campaign decisions ahead of shifts in the market.

Phase II is on-going and a campaign tracking URL database has been setup that will drive the progression towards a holistic marketing database.

Phase 2

Capabilities usedProficiency in Meltwater – active participation and collaboration with Meltwater in due diligence and fine-tuning

Proficiency in Adobe Analytics – migration of web reporting from Google Analytics to Adobe Analytics

Building familiarity and knowledge in a variety of other tools and data sources to aid comprehensive monitoring and measurement- Crimson Hexagon, Simply Measured

Deploy new campaigns to increase developer baseEvaluate awareness of client’s developer networkDesign performance evaluation metrics and periodical dashboards

Increase developer base

Attract developers to use their platform

Provide support & free SDKs to attract developersEvaluate the usage of clients leading software platformPeriodical reports with performance evaluation metrics

Evaluate client’s market position

Conduct events and campaigns to increase client presenceUnderstand clients’ market positionSOV analysis against client’s competitors

Frame marketing strategies

Frame marketing strategiesMarketing planning for next Financial YearIntelligence on key competitor marketing spend and partner connections

Optimize marketing budget

Optimize marketing spend to increase ROIAllocate marketing budget based on an ROI analysis of various channelsDevelop Marketing Mix Model to recommend optimal spend

About Marketing Science CentreMarketing Science Center systematically adds data science to marketing to drive the impact CMOs are looking for, leveraging Market Intelligence, Customer Intelligence and Marketing Effectiveness Solutions. Its center of excellence approach helps embed analytics and innovation in the DNA of marketing in order to get the impact the CMOs seek.

Business ImpactEnabling the timely availability of information that facilitates action in an industry that is very dynamic in nature

Providing actionable recommendations on platform performance based on well-defined metrics

Insights across marketing dimensions - brand share, market pulse, competitive positioning, across geographies

Approach

QDN