The Outcome
BusinessOnline's efforts allowed for higher and more accurate lead quality insights such as Paid Search and Display campaigns with a 367% return on ad spend, 53% of new opportunities influenced by marketing and $1.1 million in new opportunities influenced by Paid Search. While 34% of all opportunities were influenced by multiple channels, 64% were influenced by just one channel.
With new insight into what was and wasn’t working for them, Serena was able to refocus their efforts on the channels that had been most effective for them historically. Their new dashboards provided a way to monitor ongoing performance, and they were able to get a true closed-loop look at the success of their marketing programs. The end result was—and continues to be—smarter marketing attribution.
The Challenge
Serena, a leading provider of Application Management Software with more than 2,500 enterprise customers offers solutions in the software development lifecycle with a focus on DevOps and IT Management. Serena was seeking to expand its marketing functions, and to better understand how marketing efforts were influencing closed business through the use of analytics to identify, solve, and gain insight into core business questions. Enabling marketing to segment and compare efforts as well as measure the correlation between pipeline and sales quota was key.
The Strategy
The initial effort focused on an Analytics Pilot where Serena’s marketing team sought external support to leverage data science and business intelligence tools to visualize data from Microsoft CRM Dynamics, Google AdWords and Marketo. When the resulting dashboard showing marketing influence demonstrated significant value for marketing and sales, a data model was built to further support these visualizations.
Our solution combined the use of consistent naming conventions across campaigns, URLS, and their CRM and implementing custom business logic to allow for more insightful data arrangements. BOL configured data architecture to apply holistic attributions to opportunities and created four actionable dashboards to track and compare marketing performance.
