The first step was to refine the way Viavi compiles metrics. Using key functionality built into Oracle Marketing Cloud, the marketing team adapted the underlining data points and their relationships to each other, including fast copying and parent-child connections. For example, when a campaign was created, the team anchored it to the Activity Tracker profile, which, in turn, provided one Viavi tracking ID. This ID is now used across all of the company’s marketing systems (Google AdWords, etc.). Once the contact and activity ID information is captured within Oracle Marketing Cloud, it gets synced together to generate full-funnel metrics, which are synced with third-party sales software. The final process involves ranking each campaign member interaction and aligning that number with the team’s internal scoring system. This creates a robust set of full-funnel insights.
The newly streamlined marketing metrics processes have helped to improve lead quality, create new scoring models, and evaluate multiple marketing activity interactions. They also give the marketing team the ability to react to a contact’s potential existing position within the sales pipeline. In addition, the sales team does not have to worry about receiving duplicate leads or incomplete lead data.