Challenges

• Generic metrics failed to measure the impact of B2B marketing efforts like client acquisition and revenue generation.
• The team struggled to leverage data tools for meaningful insights and decision-making leading to limited data utilization.
• Reconciling 10+ existing data schemas into a single unified model to cover both client and campaign data
• Difficulty in identifying and reallocating ineffective marketing spend to align with priorities.
• Challenges in demonstrating the initiative's value and impact to the C-Suite.

COMPANY

The client is a global leader in the field of commercial real-estate services and investments and offering a range of services including advisory, property management, and investment management. Known for its innovative approach and market-leading expertise, the client is at the forefront of leveraging technology and data analytics to drive business value for its diverse client base.

INDUSTRY

Real Estate Services

SERVICE PROVIDED

Maximizing ROI with Data-Driven Marketing

Solutions

Our team collaborated with the client for their initiative, beginning with structured discovery sessions involving key stakeholders from Marketing, Digital Technology, Salesforce Marketing Cloud (SFMC), and Analytics Teams. We refined audience definitions by consolidating ongoing Persona and Journey Mapping initiatives across multiple marketing teams. We also devised a robust methodology for customer segmentation, leveraging enriched customer data to tailor strategies and messaging for a particular section of their key audience to enhance their client engagement, drive stronger relationships and business growth.

We implemented a Client Data Model within their customer data platform to enable data ingestion and automated audience segmentation. Additionally, we deployed a Campaign Data Model and initial reporting within the client’s Snowflake + Power BI environment, ensuring seamless data ingestion and campaign tracking. To enhance reporting, we introduced UTM and application logic, allowing marketers to trigger outbound events and measure engagement.

To ensure high-quality delivery and consistent execution across workstreams, the client also leveraged Altudo’s Global Capability Center (GCC) model, facilitating access to a dedicated, cross-functional delivery team that accelerated implementation and reinforced data-driven decision-making at scale.

We designed logical data models for storing enriched customer information and capturing campaign traffic data, enabling accurate measurement and evaluation of marketing efforts. Our campaign measurement methodology derived meaningful KPIs, empowering the client to refine strategies and optimize business outcomes.

Results

Here is an overview of the results we helped drive for our client:

• 160,000 fully segmented contacts are now available for marketers to initiate outreach efforts. These contacts are segmented by persona, journey stage, company type, and geography.

• 25 executive dashboards were implemented to showcase Marketing ROI and Content ROI, providing valuable insights into the effectiveness of marketing efforts and content performance.

• 0% efforts, placed on the analytics team, indicating that the existing team has effectively managed the implementation and utilization of the new customer intelligence initiative.

• Immediate adoption by largest global marketing team

Background

The client sought to transition from an agency-driven approach to a data-driven marketing strategy to enhance decision-making and outcomes.

To achieve this, their global marketing team launched an initiative aimed at creating a unified customer view, assessing campaign and content effectiveness, and translating these insights into actionable strategies for global execution.

Despite employing advanced data analysis and visualization tools, the marketing and analytics team faced difficulties in demonstrating the true impact of their efforts. The root of this challenge lay in the absence of tailored metrics capable of accurately evaluating key B2B marketing objectives, such as corporate client acquisition, nurturing relationships, and driving revenue growth. Reliance on generic web metrics from GA4 further highlighted the gap, emphasizing the need for metrics aligned with the organization’s unique business requirements and industry benchmarks.

Additionally, the client faced the critical task of optimizing their marketing budget by identifying underperforming investments and realigning resources to support market segmentation and strategic priorities effectively.

Recognizing the importance of securing executive buy-in, the team understood the need to clearly articulate the initiative's transformative potential. Demonstrating its ability to enhance business operations and deliver measurable value was essential to gaining support at the C-Suite level.

Our team collaborated closely with the client, starting with structured discovery sessions involving key stakeholders from Marketing, Digital Technology, Salesforce Marketing Cloud (SFMC), and Analytics Teams. We refined audience definitions by consolidating Persona and Journey Mapping initiatives across marketing teams and developed a customer segmentation methodology leveraging enriched data to enhance engagement, relationships, and business growth.

To support these efforts, we implemented a Client Data Model within their customer data platform, enabling data ingestion and automated audience segmentation. Additionally, we deployed a Campaign Data Model and initial reporting within their cloud-based analytics environment, ensuring seamless data ingestion and campaign tracking. To enhance reporting, we introduced UTM and application logic, allowing marketers to trigger outbound events and measure engagement. We also designed logical data models to store enriched customer information and capture campaign traffic data for precise measurement.

To ensure consistent execution and scale this transformation globally, the client adopted Altudo’s Global Capability Center model, providing streamlined access to expert delivery teams and enabling agility, efficiency, and long-term operational value.

Our campaign measurement methodology defined meaningful KPIs, and our content effectiveness analysis helped quantify content impact, enabling data-driven marketing optimization and improved ROI.

By implementing these solutions, we empowered the client to transition to a fully data-driven marketing strategy, providing them with actionable insights, optimized resource allocation, and enhanced visibility into campaign performance. This comprehensive approach ensured alignment with their business goals, improved decision-making, and demonstrated measurable value to key stakeholders.