One-view customer insight with digital marketing dashboards

Challenge

Outokumpu continuously runs a variety of different marketing operations across
numerous customer segments globally. They were lacking a clear and consistent
way of reporting the relevant KPIs across all digital marketing activities.

Outokumpu’s marketing team wanted to take a leap in analytical maturity and
replace their legacy reporting solutions with one source of truth. They wanted to
follow marketing performance in real time, to compare their campaign results
seamlessly with industry benchmarks and to gain clear and actionable insights.

Luxid’s data and analytics team took up the challenge of providing Outokumpu with a
centralised, user-friendly reporting solution.

Solution

Luxid created user-friendly Power BI dashboards for monitoring all of Outokumpu’s
marketing activities.

Utilising the Dataddo integration platform, marketing and sales data is collected daily
and stored in a single source of truth: a BigQuery data warehouse. This data
platform was built using both custom-coded data pipelines and third-party software.
Power BI draws data from BigQuery to the appropriate dashboards.

This gives Outokumpu a single view to all KPIs, including email open rates and click-
through rates, landing page conversions and contacts referred to sales.