Case Study - HBK

ATTRIBUTION

HBK, like many B2B brands has a very complex customer journey. Historically, HBK relied heavily on Google Analytics data when it came to making budget decisions. However the Google Analytics last touch attribution model did not allow to get an understanding of the entire customer journey.

REPORTING

With multiple paid media sources and analytics views around the globe, easily pulling a management report becomes a challenge and much time was spent on creating reports manually.

“With Windsor.ai I measure my marketing performance. I can then take manual action or send the conversion data directly back into the advertising platforms where it can be used by algorithms to optimise outcomes. This has helped us to increase our marketing ROI by 35%.”
Mads Christensen, Digital Growth Marketing Manager, Hottinger Brüel & Kjær

Instead of having multiple dashboards with performance from different sources all data is now in one place. All marketing touch-points get the credit they deserve thanks to an attribution model which connects CRM to analytics data and combines it with costs down to a keyword level.

Understanding CRM revenue contribution down to a keyword and ad level helped to increase the ROI by 35%.

“Data is very much at the core of what we do in HBK – and naturally it also drives our marketing activities.” Mads says, “With Windsor.ai we are able to visualize our all our marketing activities and gauge our opportunities – across all channels in our marketing mix. This allows us to manage our budget, and spend our resources on the activities that matter to our clients and delivering the best opportunities for turning leads into business deals.”

In addition to the management reports in Power BI, which are showing top level KPI’s like cost per opportunity and cost per lead per channel and campaign Windsor.ai is used for deeper analysis.

“With Windsor.ai I measure my marketing performance. I can then take manual action or send the conversion data directly back into the advertising platforms where it can be used by algorithms to optimise outcomes. This has helped us to increase our marketing ROI by 35%.”

“There were three main reasons that we brought on Windsor.ai: A centralised data warehouse, Complete visibility of the customer journey and the Data Driven Attribution Model.” says Mads, Digital Growth Marketing Manager at HBK. “We needed to understand how marketing is contributing to sales outcomes and use this data to optimise our global media buying. After connecting all the data sources we were able to get results within two weeks. The whole solution was turn-key.”