CRM Campaign Effectiveness Analysis

Impact generated #CampaignAnalysis #ROIOptimization #MarketingEffectiveness #DataScience #CRMAnalytics #CommercialStrategy #BudgetOptimization #DataIntegration

This project consisted in measuring the effectiveness of CRM campaigns. My role was to provide strategic oversight and keep technical development aligned closely with Commercial, Marketing, and CRM stakeholders. Execution was led by the Head of Business Intelligence and Analytics, who reported directly to me and coordinated a skilled team of data scientists and data product analysts. This team successfully built a comprehensive database combining the company's proprietary product data with publicly available and commercial datasets, many of which had previously not been integrated into our big data architecture.

My role involved defining project objectives, ensuring proper resource allocation, and facilitating collaboration between analytical teams and business stakeholders. Under my guidance, the analytical models and data infrastructure effectively linked historical marketing and CRM campaigns directly to critical business KPIs, such as P&L outcomes and strategic corporate goals, clarifying both monetary and strategic returns.

As a result, the Commercial and Marketing teams gained enhanced visibility into the timing, effectiveness, and ROI of their campaigns, significantly improving budget allocation decisions and strategic planning. This initiative transformed the company's approach to campaign analysis, providing a robust foundation for ongoing optimization and more effective marketing investment decisions.