Braun, a Procter & Gamble (P&G) brand, faced a critical challenge in its digital marketing and data analysis strategy. The company encountered significant obstacles in reducing reporting times, hindering its ability to make agile and swift decisions regarding campaign kpis for an e-commerce-focused brand.
In this case, we will explain how Braun overcame these challenges and achieved remarkable improvements in its marketing strategy through the implementation of a custom dashboard.
Braun was operating in an environment where data sources were fragmented, and manual reporting was impeding effective decision-making.
The creation of detailed manual reports consumed a substantial portion of the team's time, reaching up to 93%, leaving little room for kpis and value analysis.
The lack of consistent naming conventions for campaigns and poor data organization further compounded the issue.
The company developed a custom dashboard that integrated social media platforms (Facebook and Instagram) and Google Ads with Google Analytics. These kpis reduced manual efforts and allowed the team to focus on value analysis, facilitating precise and rapid decision-making.
Instead of modifying the existing taxonomy, Braun leveraged iMetriq's data expertise to normalize the data and create customized dimensions based on the existing taxonomy. This significantly expedited data analysis and removed barriers.
Customized filters were created to segment data by country, objective, strategy, product type, retailer type, and e-commerce type. This streamlined report generation and facilitated eficient decision-making.
BRAUN EXPERIENCED NOTABLE
IMPROVEMENTS IN ITS PERFORMANCE:
The custom dashboard enabled report generation directly from the platform, with the ability to customize dimensions and metrics. This led to faster and deeper audience and creativity analysis.
A 50% reduction in the time the team spent on report generation was achieved, enabling real-time decision-making.
Taxonomy remained unchanged, data normalization and the creation of customized dimensions streamlined decision-making and optimized marketing campaigns.
