Business
Challenge:

  • As a prominent retail force in the GCC, our client is synonymous with dynamic in-store promotions that span a wide range of marketing activities. From print materials to store essentials and impactful advertising on radio, TV, and newspapers, their strategic budgeting extends to special events with celebrities and cash.
  • Clients experience inefficiencies in marketing budget allocation due to a siloed view of performance across.
  • Inability to track actual spending against the allocated budget, hindering identification of potential overruns or deviations from the plan.
  • The absence of data-driven insights hampered strategic decision-making and resource allocation in marketing.
  • Design a centralized dashboard that provides insights into the utilization and accumulation of the marketing budget, facilitating data-driven optimization of marketing.
  • Methodically examine expenses on an account-by-account basis and monitor budget spending data to pinpoint and prioritize areas for cost.

TurnB Approach


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.
Approaches background
Infograph

Implications

  • 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.
Enquire Now