DEG partnered with a window replacement company, with affiliate offices all over the country, to upgrade its corporate marketing email report.
You’ve likely heard the famous quote from merchant and “pioneer of marketing” John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Proving ROI is still one of the more important challenges a marketing team faces. This is often due to bad reporting, either because companies don’t know where to look, or the data is not presented properly.
Correctly identifying a return on your marketing efforts can become even more complicated for major brands with subsidiaries or franchises. Which is why one national window replacement company sought to simplify its process.
The brand has approximately 80 affiliates (franchises) across the country, and provides each affiliate with an opportunity to purchase a marketing subscription package, allowing corporate to send out marketing materials on its behalf. Each quarter, affiliates then received quarterly reports displaying the amount of revenue attributed to the corporate marketing efforts.
Yet the brand saw an opportunity to update the program and develop a more efficient approach to drive better engagement. So, the company tasked its email and analytics partner, DEG, Linked by Isobar, to analyze how the program could be revitalized overall, including dynamically populating and automating the reporting process to be able to deploy more frequently.
Initially, the challenge was to take sales data from the brand’s proprietary CRM and marry it with Salesforce Marketing Cloud in a way that was both visually appealing and easy to read. After identifying crucial attribution improvements, DEG also learned that affiliates were receiving the same sing report, with very little guidance on how to navigate the complex output.