Challenge
The organization managed hundreds of thousands of sales, marketing, and support assets across more than 20 enterprise systems, but was unable to provide timely or accurate analytics around campaign performance. They lacked a holistic view and insights into the $2B in spend due to a lack of alignment across systems and a consistent approach to information management.
Solution
Factor worked closely with the business and technology teams to identify the major concepts (e.g. customer, industry, audience) used to drive analytics. The concepts were then rationalized into a single model to align the marketing systems with the concepts.
OUTCOMES
- Consistent use of concepts, terminology, and metadata across the marketing technology stack
- Provided foundations for additional capabilities like customer experience, personalization, sales enablement, and partner engagement
- Increased visibility to content performance
