USE DATA TO MEASURE MARKETING EFFECTIVENESS
DATA DRIVEN INSIGHTS FOR DECISION MAKING

Zigna Case Studies

Home / Zigna Case Studies

 * Click on > to expand  

Training-effectiveness-1 Challenge: To know the impact of the training sessions on an agents performance and the most preferred sessions
 
  • – Metrics like agent production, sessions attended per agent, number of attendees for each training and agent channel were studied.
  • – Agent performance is studied by taking average 12-month production pre and post-period of each training session.
Result:

           Training Sessions                                                                        Production

       Training Efectiveness graph                                            Attendee             ⇑     9.5%

                                                   Non-Attendee    ⇓     36%    


Value Addition: - This analysis helps in taking decision to conduct more training sessions as they have positive effect on an agent’s performance. These insights have provided solution to drive efficient sales and provide reports to the company that will be useful in conducting cost effective training programs.
Challenge: Analyzing the traffic of the website.
Result: Knowing the audience and what they want is an important success factor for any website.  Google Analytics is a set of measurements that help you understand the website performance. We would like to see what visitors are doing on the website, how they interact with it, and how to help them accomplish their tasks.
Value Addition: Analyzing this information will help to increase the sales and maximize the marketing efforts by focusing on the most profitable marketing channels. Google Analytics reports can answer the following points.
  • Understand who the audiences are and what their interests are, and how they interact with the website.
  • Glean insights on the search terms visitors are using to discover the website.
  • Evaluate the actions of the site visitors, uncover ways to improve their user experience, and optimize the engagement potential of the website.
  • Shows the breakdown of each traffic source, so we can focus on specific ones.
Customer-Profiling2Challenge: - To gain insight into the profile of the customer to meet marketing challenges.
Result: Customer profiling helps in solving almost any sales and marketing challenge by gaining insight into the profile of the customer.
We can profile customer by grouping with similar purchase and behavior patterns together. Then customer attributes and product attributes were studied and compared to the entire customer base by the year.
Value Addition: This analysis helps in :
  • Understand untapped market potential
  • Improve targeted marketing
  • Project revenue and customers for new or planned locations

DiagnosticChallenge: - To compare new products with existing products and predict their performance
Result: Dashboard that enables to know the behavior of the new product at a glance is created. A strong performance tracking mechanism and analytics framework helps to gain an end-to-end perspective of all products that are new and old as on date. This solutions in-built customizable components offer product analysis at performance level and activity level in the following ways:
    Value Addition:
  • The interactive dashboard reports a 360-degree view of the products performance along multiple dimensions.
  • Give a deep insight of competitive position of the product by assembling information from different sources at a moment’s notice.
  • This will help monitor product performance, activity and profitability with a comprehensive analytical view across business channels.

Challenge: To present data in a birds eye view format for decision making.Dashboard-Representation-1024x700
Result: Dashboards focus on gaining insights from a volume of data collected over time and use this to understand what happened, why and what changes should be made in the future. Dashboards help to identify patterns and opportunities, and help to align strategic goals with performance management initiatives. Value Addition: Dashboard analysis helps organization establish targets based on insights into historical data. They have become the front-end and first line of access to business intelligence.
  • Dashboards are required in different parts of the company for the sake of long-term performance insights and day-to-day business decisions.
  • Helps management in visually depicting the performance by presenting information to executives in a way that is accessible, easy to understand and accurate.
  • They monitor campaign performance and explore different scenarios that help in making marketing decisions more efficient.