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Measuring Effectiveness Business Challenge One of the Largest health care providers in California needed greater visibility into marketing campaign performance. Marketing campaigns were being developed without all the available data necessary for good strategic campaigns. A number of contributing factors were identified including both data quality as well as longer than necessary timeframes for receiving reports. Both factors were having a negative effect preventing marketing strategists from making good data driven decisions. Solution thinkSmart created a prospect and customer marketing database specific for the client and their needs. A custom reporting and analysis portal integrated directly into the marketing database allowing fro near real -time reporting and analysis across multi channel marketing campaigns. Data was automatically cleansed and validated pior to it being integrated into the reporting protal. The client was granted access to a number of different reporting formats including online cubes and pivot tables for cross variable hypotheical testing and decissioning.
Business Results Reports are available near real time in a secure online environment. There is no longer a lag time due to resource or other constraining factors. Reports and data mining available 24/7 with export tto desktop functionality allowing the business to analyse data in their own time. Overall improvement of future marketing campaigns has resulted based on the business units having access to better data. |