Company Profile
Region:
United States
Revenue:
<$100M
Industry:
Media
Function:
Marketing, Executive
“Our user group extends from marketing program assistants through to our CEO, so the influence can inform tactical to strategic decision-making. Most of the dashboard metrics are used for researching what has worked in the past in terms of products and customers.” Chris Hines, Vice President, Marketing Intelligence, Agora Publishing
Background
- Holding company of various international publishers of financial, health, travel and special interest books and newsletters
- Publish more than 300 books and 40 newsletters, reaching 1 million readers from around the world
- Business has shifted from 95% direct mail acquisition to 60% from email and web
- Supported by 200 employees within its Baltimore offices Headquartered in Baltimore, Maryland
Challenges
- Need performance visibility and improved guidance into their seven autonomous businesses
- Critical to the executive team and business managers that the new system not encumber their current business practices
Solution
- Deployed QlikView to ~ 100 users across 2 functions to all of management across 6 countries and 3 continents:
- Executive Analysis: View of marketing performance across businesses, channels, promotions, source and list codes via dashboards
- Marketing Analysis: Users extend from marketing program assistants through to the CEO measuring: -Campaign performance across all channels
- including e-marketing measuring metrics of return on advertising, $ / name, and $ / program -Assess and understand customer and subscriber behavior -Measure current / projected customer lifetime value and current / forecast line of business value and product portfolio value -Product managers may look at sales across products to assess where they have gaps and possible ideas for new products
- QlikView was selected after 15 other solutions were considered (including traditional BI and marketing analytics niche solutions)
- Implemented QlikView Server and Publisher in 16 weeks (20% of forecast), 60% under budget
Benefits
- Provided analytical definition with key metrics and efficiency in marketing reporting
- Delivered project in 16 weeks in 20% of the original forecast time and below the lowest approved budget estimate with additional benefits of an even more robust analysis solution