Martech

Martech, or Marketing Technology, encompasses the integration of various software, tools, and platforms that marketers utilize to plan, execute, manage, and assess their campaigns and strategies. This approach not only automates tasks but also delivers data-driven insights that enhance customer engagement. It spans a wide range of functionalities, including customer relationship management (CRM), analytics, and advanced technologies like artificial intelligence for personalization and automation.

As Is/Current State

To be/Future State

Ford uses CRM data to help with marketing and advertising. This data helps the company understand how well their ads are working and what customers like.

However, there is a problem because the sales targets are checked without connecting to how customers respond to the ads. This means that while Ford can see if they are meeting their sales goals, they might not fully understand how effective their marketing efforts are in reaching and engaging customers. This disconnect can make it harder for them to improve their strategies and connect better with their audience.

To bridge the gap between customer responses and marketing strategies, enhanced techniques were implemented. This involved gathering data from various sources, including CRM systems, online customer searches, cookie pools, and third-party data, which were then analyzed to identify target customers and tailor market strategies accordingly. The marketing processes have been automated to minimize human error, and this automation also encompasses tracking customer feedback and satisfaction, ensuring that insights are continuously fed back into the data collection process.

• CRM (Customer Relationship Management): SAP CRM

• Marketing Automation: HubSpot.

• Analytics: Microsoft Power BI, Alteryx and Tableau.

• Content: Hubspot CMS Hub

• AdTech: was handled by 3rd party - Google advertisements.

• SEO Tools: Google tools.

Tools used in this Martech

Dashboards

Dashboards were designed with Marketing campaign status, customer responses, customer satisfaction as chart and location wise