How a Single Source of Data Truth Can Improve Business Decisions
One of the great things about writing MarketingSherpa case studies is having the opportunity to interview your marketing peers who are doing, well, just cool stuff. Also, being able to highlight challenges that can help readers improve their marketing efforts is a big perk as well.
A frustrating part of the process is that during our interviews, we get a lot of incredible insights that end up on the cutting room floor in order to craft our case studies. Luckily for us, some days we can share those insights that didn’t survive the case study edit right here in the MarketingSherpa Blog.
Today is one of those times.
Setting the stage
A recent MarketingSherpa Email Marketing Newsletter article — Marketing Analytics: How a drip email campaign transformed National Instruments’ data management — detailed a marketing analytics challenge at National Instruments, a global B2B company with a customer base of 30,000 companies in 91 countries.
The data challenge was developed out of a drip email campaign, which centered around National Instruments’ signature product, after conversion dropped at each stage from the beta test, to the global rollout, and finally, to results calculated by a new analyst.
The drip email campaign tested several of National Instruments’ key markets, and after the beta test was completed, the program was rolled out globally.
The data issues that came up when the team looked into the conversion metrics were:
- The beta test converted at 8%
- The global rollout was at 5%
- The new analyst determined the conversion rate to be at 2%, which she determined after parsing the data set without any documentation as to how the 5% figure was calculated
Read the entire case study to find out how the team reacted to that marketing challenge to improve its entire data management process.
