Increasing marketing efficiency by a factor of 3

Our approach 

We helped our client build one of the first agile data-driven marketing organisations. This enabled the company to establish itself as a leading start-up in the automotive industry.

• Development of a holistic and global marketing approach from strategic planning to automated creation and execution of campaigns (paid, earned, owned) to the definition of KPIs and performance measurement
• Implementation of a data-based, agile marketing approach embedded in marketing automation software along the full marketing lifecycle
• Implementation of a Salesforce Data Management Platform (DMP) and Marketing Cloud (MC) to build understanding about target groups and optimise marketing activities
• Development and implementation of fully automated and cross-channel customer journeys within marketing activities
• Development of a roadmap to scale our client’s marketing globally across 11+ markets using PwC’s data-driven marketing framework ma.tomics
• Continuous optimisation of marketing activities by establishing an agile marketing approach within the client’s organisation
• Uniform and organisation-wide data and segment taxonomy
• Provision of the necessary systems, tools and processes and support of the organisation (e.g. marketing planning, reporting, etc.)
• Development of a real-time brand valuation (RBV) and establishment of an action-driven optimisation of the brand value

Result and impact 

• Structured global marketing alignment within the organisation across 11+ markets
  
• 100% transparency in marketing planning across all markets and activities
• Increase marketing efficiency by a factor of 3 through a data-based approach and optimisation of the organisation
• Regular evaluation and comparison of brand value in “real time”
• Scaling the marketing organisation as a basic prerequisite for the future