Brand health scorecard improves global marketing ROI

Sigmoid helped automate brand health scorecards for tracking marketing performance globally through a unified data platform.

Business Scenario

The client is an American multinational food manufacturer. They relied on data from external sources including those from ad agencies and research firms along with internal marketing and finance data to derive insights on overall brand health performance. However, the data was collected manually in quarterly intervals, which made the process time consuming and prone to errors. The data collected was often incomplete or inconsistent leading to iterations between the product owner and internal/external data source owners. This established a need for a multi-user platform to enable single-point access of global marketing performance KPIs and reports.

Sigmoid Solution

We developed a comprehensive brand health scorecard over a data platform with state-of-the-art automation pipelines. The unified data and analytics platform consists of high-end data lakes, data models and intuitive BI dashboards. The entire transformation was carried out in three phases with a defined execution roadmap. The first phase included identification of true data sources of the existing dashboards and assessing the scope of automation. Subsequently, we operationalized data source automation pipelines for existing external and internal source files to reduce manual effort in data acquisition.

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Business Impact

Sigmoid’s data platform delivered useful strategies and brand-driven insights over a single source of truth. The upgraded platform led to higher workflow and cost efficiencies and supported growth across regions, markets, categories and brands.