The client
An international leader in professional digital printing. A B2B market with a long sales cycle, a network of resellers and distributors, and marketing investment spread across multiple channels and markets.
The challenge
- Budget attribution fragmented and not comparable across markets and channels.
- Performance-driven audiences not aligned with offline and reseller conversions.
- Behavioural segmentation absent or limited to known digital.
- Budget decisions on partial data, with no visibility over the whole funnel.
The solution
- Cross-channel multi-touch attribution, linked to qualified leads, demo requests and reseller sales.
- Behavioural segmentation extended to all known touchpoints, including B2B and reseller.
- Performance-driven activation on priority audiences by market and product.
- Unified reporting for marketing operations and finance.
The results
end-to-end
visibility over media spend
data-driven
budget reallocation
aligned
marketing, sales and reseller management
