High-quality planning and reliable reporting are important success factors, especially in the very dynamic online marketing environment. Business Intelligence and Corporate Performance Management solutions can make a major contribution here. Nevertheless, many companies still rely on manual and therefore time-consuming and error-prone reporting, planning and forecasting processes.
K-New Media, the KLiNGEL Group’s full-service agency for the entire online marketing spectrum, faced this problem. The main objectives of the project on BI-based online marketing with bdg were to increase the efficiency and transparency of online marketing planning, budget allocation at channel level, the use of extended reporting functionalities and possibilities for deriving cause-and-effect chains to improve the control of online marketing activities.The manual effort in planning and reporting in online marketing should be reduced and the quality of input data improved. At the same time, the focus was on usability and user-friendliness.
Together with bdg, K-New Media developed a concept for the modelling and implementation of a performance management and business intelligence solution with Jedox, which combines all the above-mentioned aspects and is easy and intuitive to use despite the required complexity. Within the framework of the BI project, bdg built complex ETL lines for the integration of all relevant information from the group’s Oracle database. The media costs were also integrated into Jedox. This was the first time a system was created which provides both turnover and cost information and thus serves as a single point of truth for planning and reporting.
One of the biggest advantages of the implemented planning solution is the automated allocation of top-down budgets, which provides valuable orientation for the channel managers and reduces the susceptibility to errors. The use of templates also contributed to a significant reduction in the susceptibility to errors. BI-based online marketing also offers the advantage of immediate evaluability of entered data.
As a result, any inconsistencies in planning can be promptly uncovered and corrected. In reporting, K-New Media is now in a position, thanks to the BI solution introduced, to produce high-quality reports for the large number of different stakeholders quickly and in line with the target group. BI-based online marketing thus also improves the company’s ability to control.
Read the full success story now.