Industry pathway
Marketing & Advertising
Join campaign, channel, and customer data so marketing teams can see what is working and move budget to it.
Use cases
What we solve in marketing
Marketing
A park under the brand's airship, a block of flats at the advert break, one customer's street, launch day in the square, two roads with billboards, and a department store.
Pick a use case to see the problem and what we build, or play the tour.
An illustration of typical work in marketing. The business, people, and data are invented.
All 6 use cases in the scene
Audience segmentation
One campaign is aimed at everyone, so most of it reaches people it was never right for.
Segments built from what customers actually do, so each group gets a message made for it.
Personalized campaigns
Every home gets the same advert, so most people stop watching when it comes on.
Campaigns that pick each opted-in household's advert from what it has shown interest in.
Attribution across channels
Sales are credited to the last thing a customer saw, so channels that helped earlier get cut.
Customer journeys joined across channels, so every step that led to a sale shares the credit.
Sentiment & social listening
Complaints about a product spread for days before anyone at the brand reads them.
Listening across social channels that groups posts by topic and flags a turn in mood early.
Budget optimization
Media is booked from last year's plan, so money stays where the audience has moved away.
Spend and results for every placement in one view, so budget moves to what is working.
Customer lifetime value
Welcome offers go to whoever asks, and many of them never come back after one visit.
Lifetime value from past customers' spending, so offers go to the people likely to stay.
Common challenges
Where data and process problems usually show up
01
Every channel reports its own results
Ad platforms, web analytics, CRM, and sales each claim the credit. Joining them shows the whole journey and which steps really led to a sale.
02
Campaigns are aimed at everyone
Segments and lifetime value built from what customers actually do let each group get an offer that suits it.
03
Budgets follow last year's plan
Spend and results for every placement in one view make it easy to move money to what is working during the campaign, not after it.
Typical data sources
- Ad platforms
- Web and app analytics
- CRM and loyalty
- Social channels
- Sales data
This page describes common sector challenges and the services that address them. It does not describe specific client engagements.
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