Customer story

Improvado Helps ASUS Take Full Control Of Their Global Marketing Data

80-100 hrs/week

IT resources savings

30%

Marketing resources saved annually

Customer story

Improvado Helps ASUS Take Full Control Of Their Global Marketing Data

80-100 hrs/week

IT resources savings

30%

Marketing resources saved annually

Background

Improvado has transformed and standardized the way Asus (Global) analyzes performance data, budgeting, and strategic planning for digital marketing. As a globally recognized Computer Hardware company with a multi-regional presence, Asus's business intelligence team faced many challenges when it came to reporting because there was no standardization across regions. Each region, and sometimes even countries, would produce reports at different times, in different formats (PPT, PDF, CSV, Data Studio), using different solutions (manual, in-house APIs, low-grade solutions for SMB), etc. This posed a real challenge for the Business Intelligence department who was based out of the headquarters and responsible for understanding global Marketing investments and strategy.

Through Improvado's solution, the Business Intelligence team has created one single source of truth and data hub for the entire organization that can serve various stakeholders' data needs (Management, Data Analysts, Business Intelligence, Digital Marketing). The central data hub feeds directly into standardized and automated Google Data Studio templates which contain custom models which can be filtered by region, campaign strategy, product, date, etc. As a result, data is being analyzed more frequently due to daily availability, all teams are "speaking the same language" when they look at data across regions, and there is transparency across global marketing efforts and strategy effectiveness.

The Challenge

A better approach to centralized aggregation and analysis of “new oil”

Despite talk of how Big Data is the new oil for enterprises, reality shows that companies rarely use even half of what they have collected. Almost 55% goes to waste. This statement is even more true for colossal companies that are doing business across the globe. Here, at Improvado, we believe there is a solution for every possible challenge that comes with Big Data aggregation. Thus, we opt to bridge the gap between the decision makers and the fullest potential the data they have collected.

Data analysis without borders

Asus came to us looking for a more efficient way to aggregate their marketing data, as the sheer volume of devices on the market paired with local presence on various social media platforms from across the globe had made it difficult to understand the big picture or make fast, data-driven decisions from a centralized headquarters.

Key challenges

  1. Inability to see the big picture across multiple marketing data channels in various geographical regions
  2. Poor management and application of petabytes of historical data
  3. Cases where data analysis results were hampered by duplication
  4. Lack of granularity in reports and dashboards

The Solution

  1. Offered a customized approach by providing ASUS with a solution it could implement on a global level at a reasonable price
  2. Introduced a fully-managed, serverless data warehouse that enabled scalable data analysis over petabytes of data
  3. Based our solution around technologies with built-in machine learning capabilities to streamline the data analysis process
  4. Reworked the search function so it checks for the word as a whole rather than keyword occurrence, which led to a dramatic decrease in errors and duplicates
  5. Improved coverage by converting the list of countries into subclasses of normalized regions thus increasing the coverage. 
  6. Visualized the data through two different dashboards capable of various levels of data granularity.

Our solutions came with the added benefits of:

  • An authorized view in GBQ for the Taiwan team at Asus
  • The ability to change the granularity of the integrated currency exchange rate
  • Convenient access to the historical data load
  • Ability to effortlessly migrate data from GBQ to internal solutions
  • New report types across multiple international channels, such as Yandex Metrica

The Result

We managed to ensure a massive improvement of the marketing team’s performance by reducing the time spent on manual reporting by 80-100 hours a week. We also empowered ASUS with the ability to switch from manual data aggregation to thorough analysis, which led to smarter marketing and advertising decisions.

"Improvado helped us gain full control over our marketing data globally. Previously, we couldn't get reports from different locations on time and in the same format, so it took days to standardize them. Today we can finally build any report we want in minutes due to the vast number of data connectors and rich granularity provided by Improvado. One more thing is that now we don't have to involve our technical team in the reporting part at all. Improvado saves about 90 hours per week and allows us to focus on data analysis, rather than routine data aggregation, normalization, and formatting."

Jeff Lee

Head of Social, Media Buy, Influencer & Marketing Data at ASUS


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Industry:
Hardware manufacturing
Location:
Taiwan
Company size:
5000+

One of the largest hardware manufactures in the world

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