ASUS Unified Marketing Data Across All Regions of Presence

ASUS, a global leader in technology and innovation, faced the challenge of managing and analyzing vast marketing data across multiple regions and platforms. The company needed a streamlined way to centralize and standardize its marketing data so that it could make fast, data-driven decisions right from its headquarters.

This case study highlights how Improvado helped ASUS overcome data silos and optimize its marketing performance and budget allocation at scale.

Marketing data lacked standardization

ASUS's business intelligence team, based at the company's headquarters, had a challenging task: supporting global marketing investments and strategies. This was no small feat for a multinational company like ASUS, with operations in Western Europe, Eastern Europe, South America, North America, APAC, and Taiwan.

The team faced two primary obstacles:

1. Data Collection: Gathering comprehensive reports on all marketing activities across diverse regions proved difficult.
2. Data Standardization: Each regional branch produced reports at varying speeds, in different formats, and on multiple platforms. This inconsistency resulted in fragmented data, making it nearly impossible to analyze campaign performance holistically.

This lack of standardization led to highly fragmented data, making analyzing campaign performance holistically across platforms and regions extremely difficult. However, these hurdles were just the tip of the iceberg. ASUS also faced challenges with:

• Overwhelming data volumes: Managing petabytes of historical data was inefficient and time-consuming.
• Inconsistent data quality: Errors and inconsistencies made it difficult to trust the data.
• Lack of detailed insights: Reports lacked the depth needed for meaningful analysis and decision-making.

Creating a single source of truth for ASUS

To enable fast, data-driven decision-making, ASUS needed a centralized platform to consolidate global marketing data and provide comprehensive dashboards and reports for stakeholders. They achieved this with Improvado, which seamlessly integrated all their marketing data into a managed BigQuery instance.

Improvado integrates data from multiple platforms and accounts, harmonizing metrics and currencies to ensure consistency. Automated Google Data Studio dashboards, built on custom models, allow users to filter data by region, product, and campaign attributes. This approach catered to the needs of Management, Data Analytics, Business Intelligence, and Digital Marketing teams, providing them with a single source of truth.

With a reliable data pipeline, ASUS got a seamless data flow between deployed and in-house solutions, enabling efficient data extraction, transformation, and visualization.

Key features of the solution include:

• Enhanced data granularity: Reliable connectors retrieve various report types from data sources, ensuring comprehensive insights.
• Flexible dashboards: Two levels of granularity—cross-team and in-team views—meet diverse reporting needs.
• Improved data observability: Machine learning capabilities detect and resolve data quality issues, ensuring accuracy.
• Scalable data analysis: A fully managed, serverless data warehouse supports petabyte-scale analytics.

Leaving manual data crunching behind

Thanks to Improvado, ASUS significantly accelerated its marketing by eliminating manual data processing and freeing up valuable time. The team now saves 80–100 hours per week and reinvests them in deeper analysis and experimentation to uncover actionable insights.

Enhanced data availability not only enabled faster experimentation but also allowed teams across regions to "speak the same language." This increased transparency in global marketing efforts provides a strong foundation for innovative, data-driven strategies that maximize the impact of global marketing investments.

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