Case Study: Congstar achieves real-time budget transparency and optimized marketing ROI with BrandMaker Finance & Budget Management

congstar uses BrandMaker to plan and control the budgets for its diverse marketing activities

congstar, a German telecom subsidiary with about 200 employees and 5 million customers, struggled to manage a double‑digit million marketing budget spread across 30 cost centers and multiple autonomous, agile marketing teams. Relying on Excel hit its limits — the company needed faster, more transparent KPI‑based attribution and the ability to reallocate spend quickly across rapidly changing digital and social campaigns.

Implementing BrandMaker Finance & Budget Management created a single source of truth with multidimensional dashboards, semi‑automated performance measurement and real‑time budget views for roughly 35 marketing budget users. The solution delivered immediate campaign attribution, alerts, easier collaboration and fewer errors, enabling faster, better-informed budget decisions and clear optimization of marketing ROI, with plans for wider rollout and ERP integration.

Congstar

Peter Opdemom

Managing Director