Process Assessment
Conducted an in-depth analysis of the existing marketing budget allocation and utilization processes and identified bottlenecks, inefficiencies, and areas lacking real-time.
Collaborated with key stakeholders, including marketing, finance, and IT teams, to understand their specific requirements and pain.
Revised the categorization of account headers, distinguishing and pinpointing funds allocated for customer incentives, customer loyalty programs, branding, advertising, and communication.
Metrics Identification and Dashboard Design
Thoughtfully crafted metrics that elucidate budget allocation and utilization within each.
Created an easily navigable and visually intuitive dashboard incorporating charts and graphs to depict the established metrics and categorized.
Furthermore, the dashboard facilitates in-depth analysis of individual marketing channels through drill-down.
Reworked account header categorization for improved visibility into marketing budget expenditures, providing a clearer insight into spending on customer incentives and loyalty.
The designed dashboard empowered the client to gain real-time insights into their marketing budget and recognized areas with under optimized marketing spend, fostering informed decision-making and resource allocation.
Dashboard historical data aids in forecasting future marketing budgets, facilitating effective campaign planning and resource allocation.