Download CSC Digital Marketing Dashboard

CSC
MEASURING AND COMMUNICATING MARKETING PERFORMANCE
DIAMOND AWARD
CSC Digital Marketing Dashboard
BUSINESS CHALLENGE
Users can drill into leads, Web, brand, content, social media, campaigns and more. All are linked back to CSC’s
core KPIs, which are prioritized around leads resulting in cash.
Does marketing work? That’s a question CSC can now answer with its Digital Marketing Dashboard.
The data presented in the dashboard helps initiate daily conversations across the CSC marketing organization.
For example, the dashboard’s content-scoring model shows higher performing content on the CSC homepage;
this lets content managers see which campaigns are contributing to KPIs, and which need improvement.
Recent technological advances, including Web analytics and automation, promised to transform marketing.
But the result was a virtual explosion in the number of new marketing tools available, many of which required
significant operating resources. These tools can also leave reporting gaps.
CSC realized it would need an expansive, integrated suite of digital marketing tools. The company set out to
create just that.
CSC also designed and built a custom real-time personalization enablement system. Called Isana, it gathers input
from various sources in a weighted fashion. Isana uses factors such as recentness and frequency to compute
scores along various dimensions at both the individual and account level.
PROGRAM OBJECTIVE
BUSINESS RESULTS
CSC sells to large commercial entities and public sector organizations worldwide. Buying cycles typically last from
nine to 18 months. To report on its marketing campaigns, CSC had many systems producing many reports. But
the company realized that real value would have to come from integrating the data these systems produce, then
delivering analytics and knowledge in a simple, organized way.
CSC’s Digital Marketing Dashboard is now available to all CSC employees who request it. For marketing associates, Dashboard has become their go-to place for measuring success. Dashboard lets them view all marketing
KPIs, whether from web analytics, social and campaign trends, or a complete leads-to-cash audit trail from every
lead ever contributed by marketing.
To do this, CSC created its first Digital Marketing Dashboard. This involved leveraging several tools, including
Demandbase B2B Marketing Cloud, Salesforce, Adobe Marketing Cloud and Eloqua. Yet the goals were simple:
Dashboard also helps CSC’s marketing team to work more closely with sales. Marketing often uses Dashboard to
share account-based analytics with strategic-account sales teams, and it collaborates daily with inside sales to
closely track leads through the funnel.
» Provide a high-level summary of charts and key marketing metrics
» Create a simple user interface and at-a-glance reporting so the tool is used daily
Finally, the Digital Marketing Dashboard lets CSC closely track success metrics and ROMI for every marketing
campaign. That includes small, regional campaigns as well as large, global integrated campaigns that have contributed a marketing-sourced pipeline as high as $25 million and marketing-assisted pipeline as high as $2 billion.
» Accurately attribute marketing sources
» Remove the walls separating Marketing from Sales
Chris Marin, CSC’s head of digital marketing platform & analytics and also the person credited with bringing the
dashboard initiative to life, says: “The fact that we can say, ‘Here is where marketing actually contributes to the
bottom line,’ is powerful.”
PROGRAM EXECUTION
The CSC team saw it would need to centralize all core sales and marketing KPIs. This information was available
on a shared spreadsheet with several worksheets. One sheet corresponded to the overview tab, showing the core
KPIs for digital marketing as a whole. Beneath those were the various groups, such as Web, social and content.
The team could go into the spreadsheet and add whatever KPIs they thought made sense for the various groups.
THE JUDGES’ TAKE
C
SC’s submission is a fantastic example of marketing automation at its best. This is a highly complex
project to integrate multiple platforms and improve the effectiveness of marketing throughout the
buyer journey. The marketing link back to business impact with proven results is particularly impressive.
Among the quantitative assessment of business impact, CSC showed a $1 billion pipeline contribution
from one campaign alone.
CSC determined the dashboard would need no more than 10 reports per area. So the company defined the key
areas that needed reporting, and it limited reports to pieces that would link to the core KPIs. Then CSC started
pulling the data and making the transformation.
Today, the dashboard enables CSC executive’s to see how marketing is doing, and to define the company’s core
marketing KPIs. The dashboard shows the number of marketing leads generated, the TCV from closed deals, and
the pipeline created with open deals—all resulting from marketing actions.
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