Building Digital Brands with Data Insights - A Lowe Profero Case Study
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Lowe Profero, a digital marketing agency, faced challenges managing vast data from various channels, which hindered their strategic work. By implementing GoodData's end-to-end cloud-based solution, they significantly reduced report generation time, improved collaboration, and created new business opportunities. The transformation allowed them to offer clients real-time insights through customized dashboards, enhancing their value proposition in new business pitches.
Building Digital Brands with Data Insights - A Lowe Profero Case Study
- 1. AT A GLANCE G O O D D A T A C U S T O M E R S T O R Y | L O W E P R O F E R O Building Digital Brands with Data Insights Managing to Changing Customer Expectations Lowe Profero, a sixteen year old digital marketing and media agency, didn’t need to be convinced about the importance of data. Responsible for managing search engine marketing, social media planning, analytics and media technologies for more than 100 clients worldwide, they were already fully immersed in it. The continued proliferation of digital marketing channels had long served as a boon for them, giving rise to a thriving business built around guiding their customer’s increasingly complex online brands. But it had also created new logistical challenges along the way, with reporting requirements for disparate, disconnected channels expanding in an environment where customers expect instant insight. Lowe Profero’s teams were finding themselves spending multiple days a week per client gathering, organizing and reporting on volumes of data from myriad sources in bulky Excel spreadsheets and manually-assembled PowerPoint presentations. Time that would have been better spent on strategic work. In addition, the teams were managing requests independently, creating silos between account management, media placement, and project management. Knowing that data sources and volume could only multiply given the increasingly digital nature of the marketing landscape, Lowe Profero knew it was time to take preemptive action. Seizing the Opportunity to Monetize Multiplying Data 1© 2014 GoodData Corporation. All rights reserved. Company: Digital Marketing & Media Agency, 600+ employees globally Customer Since: 2013 Solution: Powered by GoodData Use Case: Customer Marketing & Media Analytics Favorite Metric: Engagement Index Best Feature: Completeness of the platform Results: ► 6 weeks to launch from strategy to go live ► Report generation reduced from several days to mere minutes ► New line of business and revenue generator ► Able to white label, customizing portals to end customers’ brand Based on his experience, Scott Wallace, Lowe Profero Global Head of Data & Analytics, understood that instituting a data analytics technology could not only solve management challenges for the company, but it could also create new opportunities. With an automated solution in place, they’d be able to produce real-time insights for their clients, spanning multiple channels and dimensions, and they’d be freed to take action on them--fast. In those insights laid value, not just for their customers, but also for them as they realized the potential to create an additional line of business revenue for the company. Said Wallace, “The data was going to own us, or we were going to own it. We decided to make it work for us, not the other way around.” He already had an idea of what to look for in a solution. From a capabilities perspective, it would have to be an end-to-end solution, capable of combining the broadest range of data sources. It was critical that the platform be cloud-based, in order to ensure speed to market and its ability to evolve with digital marketing technologies. He also didn’t want to assume the responsibility of a major hardware or personnel investment, quickly discarding multiple vendors that would require him to take on management of a data warehouse and visualizations.
- 2. team@gooddata.com 415-200-0186 @gooddataGet in touch. G O O D D A T A C U S T O M E R S T O R Y | L O W E P R O F E R O Delivering a Beautiful and Smart Experience After evaluating a number of options, Lowe Profero chose GoodData. “None of the other choices made sense for us. GoodData was the only provider that could meet our business and user requirements.” It took less than 6 weeks to go live, from definition to launch. The impact on their business and their customers’ has been nothing short of transformational. Siloed teams have become united in their activities, spending less time managing data challenges and more time leveraging data insights. “Teams are collaborating in new ways,” said Scott, “discovering new opportunities to optimize performance, for ourselves and for the client.” He noted that the production of one customer’s reports had been sliced from 3 days per week to a mere 15 minutes, creating great productivity gains. Lowe Profero’s customers are equally enamoured with the benefits, enjoying real-time insights at their fingertips, via the branded portals and customized dashboards the company now delivers. In fact, the value proposition is so compelling it’s now a central point in new business pitches. “Now we can say, we won’t just tell you we’re going to deliver value, we’ll prove it to you.” ...continued gooddata.com Lowe Profero’s Search IQ Dashboard. All data has been genericized. “GoodData allowed us to combine an unbelievable number of digital data sources into a single view – from competitive analysis, to marketing channel performance, to sales metrics. No other provider was up to that challenge.” Scott Wallace Global Head of Data & Analytics, Lowe Profero From a user standpoint--not only did it have to be easy to use, but it needed to be visually outstanding. Scott explained, “We wanted to give our internal clients and our end customers a branded, polished experience. When we’re presenting our results, we’re also presenting the agency. It better look good, in all regards.”