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Optimize marketing expenses using Vixplor-Cloud

Vixplor-Cloud Data Analysis Retail

Tapas Chakraborty | 1 Oct 2021

Optimize marketing expenses using Vixplor-Cloud
A reputed manufacturing company having presence in multiple cities in India wants to optimize their marketing expenses i.e. how effective is their go to market strategy toward meeting the goal of maximizing return on marketing investment (ROMI).

A reputed manufacturing company having presence in multiple cities in India wants to optimize their marketing expenses i.e. how effective is their go to market strategy toward meeting the goal of maximizing return on marketing investment (ROMI).

Data:

Sales data has been maintained in ERP (Relational database) in structured manner (Region, state, branch, product, and dealer wise). However, marketing data was not capturing a in similar way. Instead, each branch keeps track of their business development efforts and expenses in excel. Data includes Meeting location, date, dealer info, branch etc. Excel data for various branches were loaded into database for couple of months.

Identification of proper metrics is important to measure marketing effectiveness. Following three metrices have been used for this purpose: Conversion rates / Cost per lead, cost per opportunity / Marketing contribution to revenue.

Data Analysis :

After analysis, following two major pain areas were found. Firstly, conversion rate is too low for Hyderabad. Secondly, conversion rate is acceptable for Chennai, but cost per opportunity is too high.