Marketing Analytics and Reporting - CUENTO
brands and boost their profits through various marketing efforts. Forerunners is the
analytics partner for CUENTO marketing and has worked with them on over 10 clients.
Project Info
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Background
CUENTO is a San Diego based marketing agency helping companies re-imagine their brands and boost their profits through various marketing efforts. Forerunners is the analytics partner for CUENTO marketing and has worked with them on over 10 clients. The most in depth engagement was working with Ballast Point Brewing. CUENTO became their marketing department and engaged in paid and organic social media marketing as well as classic media marketing (TV and Radio). The need was then to analyze the results of these marketing efforts against beer sales to monitor their effectiveness and improve the campaigns.
Solution
We built the dashboard and created reports to help optimize and validated the marketing efforts. We started by establishing the data pipelines from the various data sources. We used StitchData to automatically gather paid social data and pipe it into Google’s BigQuery database. We worked with both CUENTO and Ballast Point to establish procedures and formatting guidelines for the classic media marketing data. Lastly we worked directly in iDIG to extract the beer distribution data (sales). All of this was automatically ingested into Power BI to be transformed, combined, and presented in one cohesive format.
The Power BI reports created highlighted return on investment for the marketing efforts, efficiency and reach of the various channels, and also analyzed the sales data for senior management. Forerunners has since assisted CUENTO with similar marketing analytics efforts as well as survey creation and analysis for the MLB.
Business Value Delivered
