Hisense

Where the magic happens: Analysing digital and traditional marketing data together

The Brief

Hisense is the no.1 TV brand in China, Australia and South Africa, employing over 80,000 people across the world. They have been committed to developing innovations in consumer electronics for over 5 decades and are fast expanding in Europe and UK markets.

Their marketing division in the UK shared their challenges in taming relevant performance data. They were spending a lot of their resources in generating weekly reports to track different marketing activities across the board. Not only that, but they also weren’t getting any meaningful knowledge out of their own data.

That’s when Videmus came in and embarked on a data-rich project combining and automating digital, traditional, and internal data sources in one single hub – Videmus Core.

The Solution

Firstly, we looked at the several marketing activities they needed to keep track of. Our data consultants gathered their main internal reporting key performance indicators (KPIs) and set off to connect and automate data streams starting with paid media from Facebook, Google, and programmatic advertising as well as website visits analytics.

They wanted to measure how paid advertising was bringing in new visitors and eventually how this was affecting sales, so we connected their actual sales data to their Videmus Core hub.

Our data consultants gathered their main internal reporting key performance indicators (KPIs) and set off to connect and automate data streams starting with paid media channels, website analytics, and then moving to their actual sales data source.

The Results

Real insights were provided in a single dashboard’s hub combining historical and actual sales, paid media, website visits, and several traditional OOH activities.

There was a drastic reduction in time and resources spent on extracting real intelligence from disparate marketing data sources.

The ability to visualise and measure the direct impact that each of their marketing activity has on their sales numbers was done in just a few seconds, rather than a few days.

These results allowed the Hisense marketing team to monetise their own data, claiming back dozens of hours per week to build on data-driven strategy rather than the compiling, reporting, and interpretation of their activities.

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