Use Case: Marketing Measurement

Increase Marketing’s Value to the Business

“Delivering on operational effectiveness and data-driven insights is critical to today’s CMO. Allocadia is a core pillar in our strategy to gain insights on how marketing impacts the business.”

Asim Zaheer, CMO

Challenges Marketers Face

1

Only see part of the picture

When investment data is left out of measurements, a full view of performance is impossible.

2

Lack of trust

When data lives in disconnected systems, accuracy is questionable and raises doubt among stakeholders.

3

Tunnel vision

Marketers often focus efforts on what they can measure, potentially ignoring high impact activities.

In our experience, companies that adopt this marketing analytics approach can unlock 10–20 percent of their marketing budget to either reinvest in marketing or return to the bottom line.

McKinsey, How CMOs can get CFOs on their side

With Allocadia, Marketers are able to:

Provide a consistent way to measure marketing performance and increase their impact.

Break down ROI measurements by audience, campaign, business unit or region.

Measure the “return on intent” for activities that lack a direct relationship with revenue.

Use dashboards and reports to create multiple views of investment, plan and performance data.

Get a more advanced view of performance metrics with attribution models.

Marketer Benefits

1

Build trust

Give visibility into spend, performance and impact on the business to boost marketing’s credibility.

2

Show marketing’s value

Measure ROI for each activity and campaign and show how marketing impacts the business.

3

Increase marketing’s impact

Understand which activities produce the greatest impact and shift efforts to optimize results.

Learn how our customers Run Marketing