Case Study:
An AI-driven marketing spend solution for a global manufacturer
How QEA delivered a long-term solution across multiple product brands.
The Client
We were asked to help a German-based international manufacturing organisation which manages a full range of individual products. Our work focused on a single department with eight separate product brands selling in the UK and Ireland.
The Problem
The company was managing, monitoring and reporting marketing spend using three different systems, including Excel. Its reporting was slow and disruptive. The client had tried unsuccessfully to solve the problem internally, and brought us in because of our expertise and proven platform.
With data held in a variety of systems, including more than 180 tabs in Excel, the team in this business area was struggling to have clear, up to date, visibility of marketing spend by product, region and channel.
“We just wanted one view, but our systems were not talking to each other, and data was held in different formats,” says one of the company’s senior finance managers.
“There was a lot of manual work, and trial and error. Everyone was frustrated with time-consuming processes and lack of clarity and control.”
The company’s CFO had met Insight Delivered’s CEO, Vijay Iyer at an industry event. Impressed by our solution and approach, the company brought us in to look at the problem and see if we could suggest a solution.
The QEA Solution
“From the start, we could see that the biggest problem was the disparate nature of the way data was recorded, held and reported across the eight product lines,” says Chand Mohammad, Insight Delivered’s Product Director, who led this high-profile project.
“We designed a bespoke solution, using our QEA (pronounced ‘key’) platform to centralise, clean and format the data, and then applying one of our AI-driven solutions to that data so that everyone across the business can see real-time, accurate data at any point.”
Working with the client, we started by putting together a demo solution, using real data from their business. This let them see how the solution and user dashboard would work, and to specify the KPIs they wanted to measure and how reporting would be managed. It also gave them confidence that we could solve the problem they had wrestled with for over a year.
Based on the outcome of the demo system, we built a bespoke AI-driven solution, using the fundamental elements of the QEA platform.
The solution was then rolled out across the teams managing each of the eight product lines, giving them instant access to spending data by the various measures they had specified.
“Working with Insight Delivered meant we could stop going round in circles and start developing a long-term solution.”
Senior Finance Manager, global manufacturing firm
The result
“The transparency and real-time access to data has changed the way we manage marketing spend,” says the client.
“People are empowered because they can make faster, more informed decisions.
“For example, we’re able to see where one product needs additional spend, and another product has budget left over, so we can move spend between products, capitalising on what’s working.
That makes our spend far more effective.
It also means our people can get on with their essential tasks without getting distracted by spending hours on gathering reporting data.”
What problems do you need to solve?
Insight Delivered’s AI-powered analytics solutions are a fast, low-cost way to use AI-driven insights to make a measurable difference to your operations. Contact us today for a free demo and to see how we can support you.
