Know which 50% of your Marketing doesn’t work: Unveiling ROI with data

Executive Summary

mktg.ai is a marketing analytics platform that empowers brands to manage and optimize all of their digital and non-digital marketing assets. Elastiq collaborated with mktg.ai to build an unified analytics platform powered by Google Cloud that solves for data integration across various marketing channels and insights normalization & visualization for marketing performance data – all within 3 months.

This enabled mktg.ai’s clients to not only measure how well their marketing worked, but also what worked, allowing them to optimize their campaigns and make data-driven decisions.

Elastiq’s AI-powered solution not only measures the performance of digital assets but also provides insights into the impact of non-digital assets by analyzing correlations and demographics.

Client Profile

mktg.ai, a leading creative-first, performance-driven marketing analytics platform, specializes in the seamless integration of digital and traditional marketing assets. They leverage data analytics and Machine Learning to provide cutting-edge, data-driven strategies to measure and eventually optimize marketing campaigns and construct comprehensive, long-term asset libraries for their diverse clientele.

Business Problem:

mktg.ai recognized a significant challenge in the marketing landscape: disparate data silos. Like many brands today, their clients relied on a multitude of marketing channels – digital such as Meta, Google, LinkedIn, Tradedesk, and Reddit and offline such as Print, Billboards, TV, and Radio. Each of these channels are usually managed by separate agencies and the performance for each is reported differently – different KPIs, different formats, some quantitative, others qualitative metrics.

This created a fragmented landscape where valuable marketing data resided in isolated platforms, hindering comprehensive analysis and informed decision-making. mktg.ai faced challenges with:

• Disparate data silos across multiple marketing tools
• Disconnect between creative assets and performance data.
• Limited insights for campaign optimization
• Ineffective decision-making due to fragmented data

mktg.ai recognized that their clients needed a solution to effectively measure the impact of their creatives, optimize campaigns across channels, and gain a holistic understanding of marketing performance.

Elastiq’s Solution

We built a state-of-the-art data analytics platform to provide insights for informed decision-making:

• Data Integration: A unified data platform, built on top of Google BigQuery and Cloud Storage, that consolidates data from various marketing channels into a single canonical data model.
• Insights normalization: An implementation of mktg.ai’s proprietary algorithm to normalize insights (KPIs and thresholds) across various channels, audiences, and asset types into an easy to understand 5-point color scale. 
• Data visualization: Intuitive heat-map visualizations using a standardized color scale to highlight performance metrics across channels, demographics, and time periods that allows a customer to zoom out and understand what’s working within their marketing ecosystem. Data for these visualizations was queried and analyzed using Google BigQuery, a serverless data warehouse for fast and efficient data analytics at scale. 
• Scalability: Leveraging Google Cloud infrastructure, including BigQuery, to support mktg.ai’s growth without compromising performance. This scalability is made possible by Google Cloud’s inherent elasticity, allowing mktg.ai to easily scale resources up or down.

Results and Impact

The partnership yielded significant results:

• Rapid Development: 3-month turnaround from concept to the first deployment in production.
• Streamlined Integration: Onboarded five ad platforms within two months.

Conclusion

Through their collaboration with Elastiq, mktg.ai successfully created a solution to break down data silos and empower their clients to achieve remarkable business growth.

By leveraging Google Cloud’s managed services (like BigQuery and Cloudrun), mktg.ai was able to focus on their core business and get to market faster while keeping the cost low.

Seeking a unified platform to optimize your campaigns? Contact us today.