Avnet, a leading global trader and distributor of high-tech electronic components, coordinates its marketing and sales closely with manufacturers. So, how do you measure the success of your campaigns? How do you continuously learn from various success factors? Precise, timely, and clear reports on performance and ROI are needed both for the company and for the manufacturers that it represents. And this requires monitoring more than a hundred channels in seventeen different technology areas, across five major global regions. It is a major challenge to consolidate data from so many different systems. And for some channels – for instance, industry events or PR articles – the effects cannot be measured as directly as, for example, for an online banner. Until now, the data from many systems was manually compiled and evaluated by internal experts – a very time-consuming, labor-intensive process that also led to differing reports between different employees. Avnet needed a solution that could automatically consolidate and evaluate all of the data and create transparent and meaningful reports, as a single source of truth for transparency, consistency and efficiency.
Neutrum EVO Optimizer was created exactly for this purpose: to consolidate internal and external data from a wide variety of systems and sources, making it all comparable, and showing how they are all related. After a few months, Avnet was able to replace the lengthy, error-prone process of manual data gathering with automatic reporting on one consolidated, central platform. Neutrum EVO Optimizer makes it possible to evaluate campaign performance in a highly differentiated way – down to the formats and strategies used – and to assess the ROI of each individual measure. For measures that cannot be directly assessed, the algorithms statistically model effects–for instance, “did we have significantly more calls in connection with the trade show?” Within less than a year, the international rollout across all organizational units was completed. As a next step, Avnet is now expanding its Neutrum EVO Optimizer instance to include AI-supported recommendations on budget and media mix.
With the introduction of Neutrum EVO Optimizer, Avnet was able to significantly reduce the amount of manual efforts required. It could also accelerate the reporting process and raise data quality to a whole new level. Avnet’s industry partners benefit from precise, consistent, and transparent campaign reports that make ROI clearly measurable. Avnet’s marketing and sales experts can now quickly and reliably identify the drivers of success; that allows them to continuously optimize marketing strategies, media mix, and budgets. This increases Avnet’s speed and efficiency in reporting, marketing, and sales; it also strengthens its position as a trusted partner for manufacturers with this continuous, data-based transparency—that is a clear competitive advantage.
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