Real Estate Firm’s Data-Powered ROI Growth

Overview

The client aimed to shift from an agency-led approach to a fully data-driven marketing strategy to improve decision-making, performance measurement, and ROI. Despite using advanced analytics tools, the lack of tailored metrics and a unified customer view hindered visibility into true campaign impact and business outcomes.

Partnering with Altudo, the global marketing team defined audience segments, refined persona and journey mapping, and implemented a unified Client Data Model within the CDP to automate segmentation and tracking. A Campaign Data Model was deployed to streamline ingestion, reporting, and engagement measurement across platforms.

Leveraging Altudo’s Global Capability Center model, the client gained access to expert delivery and scalable execution. The transformation enabled meaningful KPI tracking, content effectiveness analysis, and real-time insights, empowering smarter decisions, optimized budgets, and measurable business impact.

Challenges

• Generic metrics failed to measure the impact of B2B marketing efforts like client acquisition and revenue generation.
• The team struggled to leverage data tools for meaningful insights and decision-making leading to limited data utilization.
• Reconciling 10+ existing data schemas into a single unified model to cover both client and campaign data
• Difficulty in identifying and reallocating ineffective marketing spend to align with priorities.
• Challenges in demonstrating the initiative's value and impact to the C-Suite.

Solutions

Our team collaborated with the client for their initiative, beginning with structured discovery sessions involving key stakeholders from Marketing, Digital Technology, Salesforce Marketing Cloud (SFMC), and Analytics Teams. We refined audience definitions by consolidating ongoing Persona and Journey Mapping initiatives across multiple marketing teams. We also devised a robust methodology for customer segmentation, leveraging enriched customer data to tailor strategies and messaging for a particular section of their key audience to enhance their client engagement, drive stronger relationships and business growth.

We implemented a Client Data Model within their customer data platform to enable data ingestion and automated audience segmentation. Additionally, we deployed a Campaign Data Model and initial reporting within the client’s Snowflake + Power BI environment, ensuring seamless data ingestion and campaign tracking. To enhance reporting, we introduced UTM and application logic, allowing marketers to trigger outbound events and measure engagement.

To ensure high-quality delivery and consistent execution across workstreams, the client also leveraged Altudo’s Global Capability Center (GCC) model, facilitating access to a dedicated, cross-functional delivery team that accelerated implementation and reinforced data-driven decision-making at scale.

We designed logical data models for storing enriched customer information and capturing campaign traffic data, enabling accurate measurement and evaluation of marketing efforts. Our campaign measurement methodology derived meaningful KPIs, empowering the client to refine strategies and optimize business outcomes.

Results

Here is an overview of the results we helped drive for our client:

• 160,000 fully segmented contacts are now available for marketers to initiate outreach efforts. These contacts are segmented by persona, journey stage, company type, and geography.

• 25 executive dashboards were implemented to showcase Marketing ROI and Content ROI, providing valuable insights into the effectiveness of marketing efforts and content performance.

• 0% efforts, placed on the analytics team, indicating that the existing team has effectively managed the implementation and utilization of the new customer intelligence initiative.

• Immediate adoption by largest global marketing team