Case Study: a leading US retailer improves marketing performance with C5i

Leading US Retailer - Customer Case Study

The client, a leading US retailer, faced significant challenges in measuring the effectiveness of its extensive marketing spend, which hindered its ability to meet brand awareness and performance targets. In the absence of an integrated marketing measurement infrastructure, they could not dissect channel dynamics or understand performance correlations. They engaged C5i to address this critical business problem.

C5i implemented its Integrated Marketing Measurement Framework on the cloud, building a customized marketing data mart and an interactive audience intelligence portal. Using Bayesian Hierarchical algorithms, they built a multi-touch attribution model and a BI performance scorecard. This solution provided the retailer with a unified view of marketing and sales data, enabling them to proactively gauge campaign performance. As a result, C5i helped improve marketing team productivity and significantly reduced the turnaround time for data analysis and insights.