Case Study: Philips Lighting (now Signify) achieves global marketing alignment and measurable ROI with Allocadia

Philips Lighting Chooses Allocadia to Power Global Marketing Plans, Investments, and ROI

Philips Lighting (now Signify), a global lighting company with more than 600 marketers, faced fragmented planning and inconsistent measurement that made it hard to translate corporate strategy into local action, centralize budgets, track spend in real time, and reliably measure marketing ROI across regions and product teams.

They deployed Allocadia’s Marketing Performance Management platform alongside a single ROI methodology to centralize plans and budgets, link plans to live budget and data sources, standardize success metrics, and drive change management. The outcome was greater efficiency and transparency in planning and measurement, a two‑way dialogue between central and market teams, real‑time optimization of spend, and a consistent framework for managing and reporting marketing ROI that boosted overall marketing performance.

Philips

Emil Adigyozalov

Head of Global Marketing Excellence