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 on a robust data platform powered by AWS, featuring state-of-the-art automation pipelines designed using AWS Glue. This unified data and analytics platform integrates advanced data lakes built on Amazon Redshift, data models leveraging AWS Glue, and intuitive BI dashboards. The entire transformation was carried out in multiple 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.
Business Impact
>85%
increase in data quality leading to higher trust and confidence
Upto 70% reduction
in time to access data
Monthly global
reporting with region-based filters for granular insights
