Case Study: Viavi achieves higher-quality leads and reallocates marketing dollars with Oracle Marketing Cloud

Viavi Streamlines Marketing Automation Systems to Reallocate Marketing Dollars

Viavi, a long-established provider of network test and service assurance platforms, discovered it was underestimating the ROI of brand-awareness marketing and needed to streamline disparate marketing technologies, measure awareness-driven activities more accurately, and reassess how marketing dollars were allocated.

By standardizing tracking with Oracle Marketing Cloud, an enterprise data warehouse, and third‑party reporting, Viavi consolidated contact and activity IDs, generated full‑funnel metrics, and applied a consistent campaign scoring model. The changes improved lead quality, virtually eliminated duplicate and incomplete profiles, strengthened IT–sales collaboration, and enabled more balanced, data-driven budget allocation.

Viavi