Case Study: Cummins achieves always-on, real-time marketing analytics with Datorama

Cummins Inc. Powers Always on Marketing Analytics and a Global Digital Strategy to Drive Growth

Cummins Inc., a global technology leader in power solutions, faced fragmented, manual marketing analytics across 33 digital tools, 25 agency partners and 120 campaigns a year across 30 market segments, leaving teams without a holistic view of campaign performance. To modernize their reporting and support an “Always On” marketing practice, Cummins turned to Datorama’s marketing intelligence platform to harmonize disparate data and create a scalable system of record.

Using Datorama, Cummins unified 100+ data streams across 10 platforms, established a single source of truth, and enabled real-time reporting and governance (including UTM and naming convention controls). The platform tied marketing to sales via Salesforce integration, allowed analysis of internal communications to 60,000 employees, and freed up roughly 100 hours per week previously spent on manual reporting—improving transparency, ROI measurement, and cross-team decision making.

Cummins

Nick Wojdyla

Digital Marketing Leader