Improving the marketing efficiency for the automotive powerhouse of India

CRG Solutions’ development of advanced analytics dashboards transformed the automotive company’s approach to marketing, enabling them to leverage data-driven insights to optimize campaigns and penetrate target markets more effectively. This highlights the power of integrating sophisticated analytics tools into marketing strategies to achieve higher efficiency and effectiveness in a competitive global market.

A global powerhouse in the automotive and technology sectors and a key player with a strong emphasis on quality, innovation, and sustainability, which has a strong presence in the domestic market and has expanded globally, was aiming to improve market penetration. To optimize marketing campaigns across various channels, the company identified the importance of data-driven insights.

The company encountered several challenges in their marketing efforts.

• Fragmented Data: The dispersion of information from different campaigns across multiple systems posed a challenge to consolidated analysis.
• Inconsistent Metrics: There was a lack of standardization in the metrics used to measure campaign success across different channels.
• Delayed Market Response: The existing system did not support real-time data analysis, leading to delayed responses to market changes.

It was important to create a comprehensive view of marketing campaigns, analyzing effectiveness and efficiency across digital and traditional platforms. The company aimed to enhance the decision-making process by providing real-time data on sales trends, customer demographics, and campaign performance. The goal is to identify high-potential markets and customer segments and tailor marketing efforts accordingly.

CRG Solutions implemented a series of interconnected dashboards to address these challenges:

• Campaign Details Dashboard: Consolidated all marketing campaigns into a single interface, detailing cost, reach, leads generated, bookings, and return on investment metrics.
• Current sales and target markets Dashboard: Illustrated sales distribution across India with drill-down capabilities into districts and pin codes, combined with target market analysis based on customer demographics.
• The Query Builder Dashboard allowed the company’s marketing team to create custom queries tailored to specific demographic segments, thereby aiding in the refinement of marketing strategies.
• Summary Dashboard: Provided a holistic view of all campaigns, showing trends in lead generation, sales conversion rates, and cost per lead, facilitating quick adjustments in marketing tactics.

The implementation of these dashboards led to several significant outcomes:

• Unified Reporting: The consolidation of all marketing data into a single platform has improved analysis and strategic planning.
• Improved Campaign Efficiency: Real-time analytics enabled immediate measurement of campaign effectiveness, significantly enhancing the agility of marketing responses.
• Increased Market Penetration: Targeted marketing efforts were more accurately aligned with high-potential customer segments and regions, leading to increased market share.