Benefits & Results

Comprehensive understanding of the impact of marketinginvestment
Compare the performance of marketing channels, campaigns,regions and audiences to optimize performance and inform decision-making
Enabled customizedcampaigns for cross-selling, upselling, and product bundles tailored tospecific marketable audience segments.
Ability to accurately measure cross- channel campaignperformance
Easy access to marketable audience:
- Marketing accounts(Existing, prospect and net new logo) by product type, industry, sectors
- Contacts list to betargeted for each campaign
- Contactlist with purchase transactions of specific type of product portfolio (e.g.Network security products)

Background

Palo Alto Networks, founded in 2005 and headquartered in Santa Clara, California, is a leader in global cybersecurity. It offers advanced security solutions across cloud networks and mobile devices, focusing on integrated approaches to prevent cyber threats and enhance technological capabilities through strategic acquisitions.

Challenges

Issue Identification:

Palo Alto utilized various marketingplatforms for cross-channel marketing campaigns, resulting in fragmented andconflicting reports, and an inability to accurately measure the impact ofcampaign funding.
The campaign development process wastime-consuming, relying on manual data extraction and consolidation in Excelsheets, leading to quarterly data availability, which was highly inefficient.
There was an inability to create custommarketable segments of business accounts and contacts due to data silos acrosscustomer, product, and third-party competitor data.
Audience development was inefficient due to alack of accurate customer and prospect insights caused by data quality issues.
The absence of consolidated data insightshindered the ability to tailor campaigns based on specific interests ofprospects.

Issue Impact:

Low returns on marketing investments due tothe inability to determine which campaigns and marketing channels were mostprofitable.
Prolonged time to campaign launch because ofinadequate system capabilities to tailor marketing campaigns for each audiencesegment.
Data silos involving competitor data,existing accounts, newly acquired accounts, and historical transactionsresulted in a lack of insights for marketing teams.
Quarterly data availability causedsignificant operational inefficiencies.

Solution

NowVertical created a campaign analyticssolution by consolidating all customer (B2B accounts and contacts), prospect,and product information into a centralized repository. Additionally, campaigndata from various marketing platforms (Marketo, Adobe Analytics, GoogleAnalytics, SproutSocial, Meta, LinkedIn) was integrated to form a unifiedsource of truth for campaign performance across all channels. Dashboards weredeveloped to visualize actionable insights for marketable audiences of specificproduct bundles, and various KPIs and metrics were reported to evaluate theperformance of each marketing campaign and channel.

Implementation

Established a centralized data lake in Azure thatintegrates various data sources including products, transactions, prospects,contacts, accounts, and third-party competitor data.
Created a unified source of truth for the Marketing Team,providing near real-time data on B2B accounts, contacts, and prospects to runthe campaigns.
Developed smart visualizations in PowerBI to createmarketable audience segments based on product interests, geography, andhistorical behaviour of prospects and existing accounts.

Marketing tools: Marketo, Adobe Analytics, GoogleAnalytics, SproutSocial, Meta, LinkedIn

Data Visualization: PowerBI, Tableau, GCP

Coding Tools: Python, Big Query SQL, GCP, Databricks

End Actions: SFDC, AWS

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