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Digital Marketing Analytics Drives Revenue for Fast-Growing Hair Restoration Firm

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Client Profile & Challenge

Client Profile & Challenge

Our Client is a fast-growing, high-profile Hair Restoration and Cosmetic Services firm.

Challenge: Given the unique nature of this firm’s Digital Marketing and Sales process, access to information to evaluate pipeline, measure campaign effectiveness, and understand revenue projections was critical to the business. Unfortunately, much of this information was dispersed among dozens of custom objects in Salesforce and was not readily available without manual manipulation.

Leadership lacked access to timely and accurate monthly reports needed to allow them to evaluate campaign effectiveness, increase their lead funnel, and optimize conversion rates due to the manual, error-proneand time-consuming reporting process.

Client Profile & Challenge

Solution Overview

After a critical review of the business and defining the Analytics required to grow revenue and measure multichannel Marketing effectiveness, Messina helped our Client evaluate, select, and procure the technology needed to meet their business objectives.

We helped our Client define consistent Marketing KPIs to evaluate the performance of each Marketing campaign. Our Client can now contextualize lead generation, conversion, and revenue impact using a variety of timeframes.

Messina implemented an Azure PaaS SQL Data Warehouse, along with an Azure Data Factory (ADF) Extract, Load, and Transform (ELT) solution to integrate all disparate Salesforcemarketing, and financial data sources. With the data model in place and automated, Messina designed and developed several Power BI Marketing and Sales dashboards to help deliver data-driven insights to key stakeholders.

Solutions:

Procurement, Analytics, Business Analysis, CRM, Program Management

Technology Used:

Microsoft Azure Data Factory, Azure SQL DW (Synapse), Power BI, Salesforce

Client Profile & Challenge

Team Composition

Messina utilized a Data Architect, Solution Architect, Salesforce Architect, and Business Analyst to work directly with our Client’s team consisting of their COO, CMO, and Co-Owners.

Client Profile & Challenge

“After” Business Value Creation

Better, more accurate evaluation of Marketing campaigns allowed the CMO to redirect efforts and funding to those markets, channels, and segments that were providing the most value. The more efficient deployment of Marketing spend helped increase high-quality leads and accelerate revenue growth.

Our Client saved hundreds of hours of manual data manipulation by leveraging the automated solution and gained self-service reporting at their fingertips. The time saved allowed the COO and ownership to focus on more strategic efforts and evaluation of the business.

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