Challenge

Marketing budget allocation was manual, region-by-region, and relied on heuristic “last-touch” opinions—masking the true marginal ROI on tens of millions in annual spend.

Our Work

Designed and automated a global algorithmic attribution model spanning impression-level ad data, Marketo engagement, Salesforce pipeline, and finance actuals.

Stood up an attribution data mart in Snowflake with dbt-managed transforms and Monte-Carlo confidence intervals.

Embedded results in Power BI with scenario simulators, and trained 120 marketers on data-driven budget planning cycles.

Results

→ +27% lift in ROI per marketing dollar within three quarters.
→ Quarterly budget shifts now executed in hours (vs. weeks).
→ CFO endorsed the model as source-of-truth for FY25 planning, covering $120M+ in global spend.

Challenge

Fragmented martech stack (Marketo + isolated web properties) limited insight into full customer journeys and hindered budget optimization.

Our Work

Led a multi-cloud Adobe Experience transformation: Adobe Experience Platform (real-time customer profiles), Customer Journey Analytics (omni-channel insight), Journey Optimizer (next-best-action orchestration), and Marketo Measure (ROI & budget re-allocation).

Integrated 14 product-BU data sources via experience events; established identity stitching rules and governance schema.

Built budget-allocation dashboards that merge CJA pathing data with Marketo Measure marginal-ROI curves.

Results

→ Unified “golden profile” for more than 6 million contacts, enabling same-day personalization across email, web, and paid media.
→ +38% increase in lead-to-SQL conversion and double-digit lift in pipeline velocity in the first year.
→ Marketing finance adopted the marginal-ROI curves for quarterly spend shifts, freeing $8M for high-growth segments.

Challenge

Siloed patient data and disconnected outreach tools limited proactive engagement, resulting in missed critical-screening appointments.

Our Work

Architected an end-to-end MAP-CRM-CDP ecosystem: Marketo Engage (outreach), Redpoint CDP (patient identity & propensity scores), Microsoft Dynamics (clinical & scheduling).

Developed custom FHIR-compliant API pipelines to synchronise clinical events, appointment availability, and engagement history in near-real-time.

Deployed survival-analysis–based patient propensity models to trigger dynamic Marketo campaigns (e.g., colonoscopy reminders, mammography outreach).

Results

→ 50% YoY increase in critical-screening appointments.
→ 46% rise in email engagement due to hyper-timed messaging.
→ HIPAA-auditable data lineage and automated opt-out governance reduced compliance review time by 70%.

Challenge

Their marketing team wanted to increase marketing qualified leads (web and phone calls) at an efficient cost-per-acquisition but was limited by their measurement and tracking capabilities, in addition to a lack of dedicated marketing personnel to  manage and optimize campaign performance across multiple channels.

Our Work

Implemented server-side tracking (CAPI) for Google and Meta campaigns.

Developed and executed paid search, performance max, and paid social campaigns in Google Ads and Meta with weekly optimizations.

Built looker dashboards to easily show trends and breakdown of performance by marketing channel.

Results

→ +28% increase to web and phone leads vs target
→ 8% decrease to cost-per-lead vs target