This exercise provided me with the opportunity to tackle real-world scenarios and challenges, showcasing my creativity and expertise. As a seasoned professional, it allowed me to push my limits and think outside the box.

1. Challenge Exercise
Sathish Kumaar

2. Executive Summary
Objective
- Increase engagement with leads and channel them through sales
funnel
- Helps drive key business decisions for stakeholders and Internal
audience
- Define data architecture, maintenance and usability
Challenges
- How to connect the data from different marketing systems
- A mockup/schematic representation on data connections
- We want to understand where the majority of our most qualified leads
come from.
- We only collect email addresses and country, how do we ascertain
which of these leads can be considered “qualified” and become part
of our pipeline?
- How do we use the data from our existing martech systems to feed
into the business intelligence (BI) tool

3. Data Orchestration
Mechanism Abilities
● Growing our sales pipeline
● Identifying marketing’s
influence
● Building brand awareness
and visibility using Digitals
ads and email tech
● Scope to reach more
business leaders using 3rd
Party data
● Analyst can access and
analyse audience behaviour
on various channel and
perform various adhocs using
SQL
● Dashboards in place for tech
leaders and project owners
for instant access to data

4. Challenges
Business Approach Analytical Approach
Website Optimization Recording site actions,
Identify and optimise bounce rates,
Analyze Session behaviour - session time, entry/exit pages etc
Adding More Touch Points Advertising on Brand awareness (eg:CPM bidding) - Using email ids
recorded from lead gen
Adding 3rd party data Gets access to larger size of relevant data set and gives ability to reach
more people on the top of the funnel. Also can be benchmarked against
1st party data to determine quality of leads
Identifying Audience and Creating email
list
Based on interactions and creative likeability, Tag and categorise audience
under segments using test vs control technique which would be asset for
project managers to build campaign according
Empower Media Planning Help selecting channel interest, Maintain respective ad spend metrics
under historical threshold and channel optimisation based on audience
interaction and revenue numbers
Monitoring Visibility Creating BI dashboards to closely monitor campaign performance and
help identify crisis or to perform optimisation by project owners
Or for business leaders to keep a track on overall objective performance
Analytics - Adhocs Creating new opportunities using available data based on adhocs such as
re-targetting, segmenting audience based on location for an event
campaign

5. Mockup Dashboard
Avg Net Sales
Avg Uniq Leads
Reached
Avg
Engagement
Conversion
Rate
YOY
2020 Customer Journey Funnel