Case Study: Leading CPG Company achieves real-time campaign optimization with Sigmoid

Creating Single Source of Truth for CPGs to Enable Real-time Marketing Campaign Optimization Leveraging Tableau

Leading CPG Company, a leading American multinational consumer products company, was struggling with sales and marketing reports scattered across multiple platforms. The marketing team had to manually collate data across markets and granularities, creating a tedious, time-consuming process with non-intuitive reports that made campaign spend optimization difficult. Sigmoid helped address this challenge using Google BigQuery and Tableau.

Sigmoid built a single source of truth by cleaning and harmonizing data from sources like Nielsen, Ipsos, Lazada, and Shopee into Google BigQuery on GCP, then connecting it to Tableau for real-time dashboards. The team delivered 10 dashboards for different business users, enabling campaign reporting and optimization, and reduced report creation time by 30–45%. Overall, the solution drove 2x faster time to insight, an 80% reduction in data analysis time, and improved real-time campaign performance tracking.