Case Study: Viavi achieves streamlined marketing metrics and improved lead quality with Oracle Marketing Cloud

Viavi Streamlines Marketing Automation Systems to Reallocate Marketing Dollars

Viavi, a long-established provider of network test and service-assurance solutions, needed to better measure the ROI of brand-awareness activities and streamline disparate marketing technologies. The company found its marketing metrics fragmented, which hindered even allocation of marketing dollars and led to duplicate or incomplete leads and unclear lead quality.

Viavi standardized tracking and analytics using Oracle Marketing Cloud (with Oracle Enterprise Data Warehouse and third‑party reporting), assigning a single tracking ID across systems, syncing contact and activity data, and applying ranked interaction scoring to produce full‑funnel metrics. As a result, lead quality improved, duplicate/incomplete profiles were virtually eliminated, marketing and sales/IT collaboration strengthened, and the team could more accurately reallocate marketing dollars based on clear ROI.

Viavi