March 14, 2022

Restructure of a marketing department

How to capture greater value from each customer

Restructure of a marketing department

At a glance

Challenge

The client, a Transports & Logistics company, aimed to restructure its marketing department to enhance competitive status. However, there was a lack of data analysis processes to identify customer trends and preferences. Previous marketing efforts were unstructured, making it difficult to establish a baseline for measuring improvements in decision-making.

Solution

To enhance analytical capabilities and capture more value from customers, the solution focused on three key areas: Processes, Analytics, and Governance. The customer management process was revamped, and a detailed profitability analysis was conducted. Using data mining, clients were micro-segmented, while redefining the marketing department’s responsibilities aligned stakeholders with the organization's business goals.

Results

The new marketing structure provides enhanced visibility into customer preferences, aligning the commercial strategy with their needs. Supported by developed analytical capabilities, decision-making in promotional planning and services has led to a 35% increase in the number of orders per marketing campaign.

Challenge

The client, a Transports & Logistics company, aimed to restructure its marketing department to enhance competitive status. However, there was a lack of data analysis processes to identify customer trends and preferences. Previous marketing efforts were unstructured, making it difficult to establish a baseline for measuring improvements in decision-making.

Approach

Solution

To enhance analytical capabilities and capture more value from customers, the solution focused on three key areas: Processes, Analytics, and Governance. The customer management process was revamped, and a detailed profitability analysis was conducted. Using data mining, clients were micro-segmented, while redefining the marketing department’s responsibilities aligned stakeholders with the organization's business goals.

Results

The new marketing structure provides enhanced visibility into customer preferences, aligning the commercial strategy with their needs. Supported by developed analytical capabilities, decision-making in promotional planning and services has led to a 35% increase in the number of orders per marketing campaign.

Our
AI-generated
summary

Our AI-generated summary

Our AI-generated summary

Our client, a Transports & Logistics company intended to restructure its marketing department and the main objective presented was to increase the corporation’s competitive status regarding the offer of services to its customers.

However, there were no data analysis processes available to identify trends and patterns about customers’ preferences. Moreover, as previous marketing processes were not structured, it was not possible to establish a baseline, which would allow to quickly analyze the improvement in decision making.

In order to build analytical capabilities and to capture greater value from each customer, the solution process approach was divided into three axis: Processes, Analytics and Governance.

First of all, the customer management process was revised and a detailed analysis of profitability was labored. Using data mining techniques, we proceeded to micro-segment the clients. Simultaneously, the whole marketing department’s responsibilities were redefined, as the stakeholders were aligned to meet the organization’s business goals.

The new marketing structure resulted in additional visibility over customers’ preferences and the commercial strategy is more aligned with the customers’ needs.

Now supported by the developed analytical capabilities, decision making regarding promotional planning and services resulted in a 35% rise in the number of orders per marketing campaign.

Our AI-generated summary

Our AI-generated summary

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