Centralized social analytics to visualize ROI and optimize marketing spend
A US-based boat manufacturer with a growing retail presence needed clearer insight into customer behavior across social media platforms. Marketing teams lacked a unified way to compare platforms and measure ROI. CES built a centralized Azure-based analytics platform that visualized the consumer lifecycle—from inquiry to sales—enabling ROI clarity and more cost-efficient marketing decisions.
Scroll down for the whole story
The Challenge
Struggling to measure marketing ROI across social platforms
No unified analytics platform for comparison and decision-making
Limited visibility into the end-to-end consumer lifecycle
the client
Manufacturing (Retail Consumer Products)
Technology Stack
- Azure
- Tableau
Solution Area
- Consumer Analytics & Marketing Intelligence
the impact
ROI Visualization Across Social Channels
Cost-Efficient Marketing Decisions
Right Social Platform Selection
Improved Decision Confidence
Analytics-led approach.
Clear insights, smarter marketing.
The Need
The organization required a centralized analytics solution to understand customer engagement across multiple social media platforms. Marketing teams needed visibility into how consumers moved from inquiry to purchase, along with a clear view of ROI on marketing spend. The goal was to replace fragmented reporting with a single, reliable analytics layer that supported informed marketing decisions and cost optimization.
Challenges
- Inability to Measure Marketing ROI: Marketing efforts across social platforms lacked a clear mechanism to visualize ROI, making it difficult to justify spend or evaluate effectiveness.
- Absence of a Unified Analytics Platform: There was no consolidated tool to compare performance across platforms, limiting the ability to make informed, data-backed decisions.
- Limited Consumer Lifecycle Visibility: Customer behavior from initial inquiry through sales was not visible in one place, reducing insight into engagement and conversion patterns.
CES designed and delivered a centralized consumer analytics platform focused on visibility, comparison, and ROI clarity.
- Azure-Based Analytics Foundation: Built a modern analytics platform on Azure to consolidate consumer interaction data from social media channels.
- Consumer Lifecycle Analytics: Enabled end-to-end visibility into the consumer journey—from inquiry through conversion—supporting lifecycle-based analysis.
- ROI and Platform Comparison with Tableau: Delivered interactive Tableau dashboards to visualize marketing ROI, compare social platforms, and highlight cost-performance insights.
- Clear ROI Visualization: Marketing spend effectiveness became visible across social platforms
- Optimized Marketing Costs: Insights enabled more cost-efficient campaign planning
- Right Platform Selection: Data-backed comparison helped identify the most effective social channels
- Stronger Decision-Making: Centralized analytics improved confidence in marketing strategy