Becoming a Data-driven Marketing Powerhouse

In a world of constant change, Pricewise faced the challenge of adapting more swiftly to the dynamics of their core markets.

The challenge? Becoming more agile in marketing and data. However, a data-driven approach was lacking, with many manual processes and inconsistent reporting. The result: fragmented insights and suboptimal decision-making.

Pricewise asked Turntwo to rebuild the data and marketing intelligence landscape from the ground up.

Step one: enhancing the marketing measurement foundation. To enable advanced tracking and analysis, Server-side Tag Management, Google Analytics 4, and improved marketing tags were implemented.

A crucial next step was developing a central Marketing Intelligence Hub (Google Cloud). This Intelligence Hub replaced outdated Financial/Business Intelligence, Marketing Performance, and CRM systems.

By involving all stakeholders - from management to specialists - we ensured that the new data infrastructure meets the specific needs of each role.

In the Marketing Intelligence Hub, we developed, among other things, a central customer view (360º customer view). This customer view allows for the management of Marketing Automation (Customer.io) and (paid) channels, enabling both the personalization of communications and the more efficient setup of marketing channels.

The implementation of Customer.io (Marketing Automation) also replaced two legacy email systems and, together with the Intelligence Hub, forms the Customer Data Platform (CDP).

Additionally, a digital marketing measurement strategy was developed to make all marketing efforts measurable, both BTL and ATL, using attribution tools.

With the transformation to a data-driven approach, Pricewise is now able to gain control over results and performance. The performance of all funnels, measured in conversion and volume, has substantially improved, increasing efficiency and effectiveness.

Turntwo's involvement has also led to significant savings on SaaS costs by consolidating multiple (legacy) systems into one integrated platform.

By managing drop-out rates more efficiently, both predicted and actual, through paid channels and other marketing efforts, Pricewise has further improved its ROI and increased volume. The pragmatic, lean, and mean approach has provided quicker and continuously available insights for the business, while automated and personalized cross-sell and up-sell campaigns have become possible.

With Turntwo's help, Pricewise now has a future-proof and scalable marketing infrastructure. With continuous insights and data activation in the channels, this serves as a strong foundation for current and future growth.