The challenge

TÜV Rheinland faced the challenge of collecting, consolidating and analyzing data as their media mix and digital attributions were assigned to separate providers. 

Insight generation was performed through excel pivot tables and a lot of time was spent on processing data, analyzing and reporting, with little time for strategic planning.

The approach

A single integrated solution was set up quickly and functioning within a few weeks. It combined multiple attribution models, top-down and bottom-up, as well as customer journey analysis for unified measurement and scenario planning.

A database environment was created to centralise multiple, disparate marketing data sources.

Insights were delivered by applying the industry’s leading reporting and analytics tools into a data lake.

The core reporting capabilities include: 

• data standards that supported rapid onboarding and insights
• templates that helped the marketing team focus on the metrics that matter
• customisations that enabled increased resonance with TÜV Rheinland 
• constant optimisations that allowed internal resources to shift their focus away from reporting to concentrate on strategic planning

The outcome

Data for 600 global, regional and local campaigns and 1,800 marketing activities across 11 channels (paid media, customer relationship management and lead management etc) was collected, consolidated and combined into a single view.