ASUS Case Study: Streamlining Data Analytics with Improvado

Industry:

Hardware manufacturing

Location:

Taiwan

Company size:

5000+

ASUSTek Computer Inc. is a Taiwanese multinational computer and phone hardware and electronics company headquartered in Beitou District, Taipei, Taiwan.

Improvado Connectors

Background

Improvado transformed and standardized how ASUS analyzes performance data and conducts budgeting and strategic planning for digital marketing.

ASUS's business intelligence (BI) team based in the company's headquarters and responsible for supporting global marketing investments and strategy faced challenges reporting on marketing activities conducted in all the regions of the company's presence. Primarily, each regional branch produced reports at different rates, in various formats, and using different platforms. Marketing data lacked standardization.

With Improvado, the BI team created a single source of truth — a data hub for the entire organization covering the data needs of various stakeholders such as Management, Data Analytics, Business Intelligence, and Digital Marketing. The central hub feeds data to automated and centralized Google Data Studio templates, containing custom models that filter data by regions, products, marketing campaign attributes, and more.

This enhanced overall data availability and allowed faster experimentation and deeper insight. The democratization of data enabled teams to "speak the same language" and enhanced transparency across global marketing efforts, ultimately driving higher strategic effectiveness.

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The Challenge

ASUS was looking for a more effective way of aggregating their marketing data coming from across the world. The company needed a centralized marketing analytics platform to grasp the big picture and make fast, data-driven decisions right in the company's headquarters. Breaking the challenges down, it's about the four:

Inability to aggregately analyze campaign performance across multiple marketing platforms and geographical regions
Difficulties handling petabytes of historical data
Data quality and observability issues
Insufficient data granularity in marketing reports and dashboards

The Solution

Improvado provided ASUS with a custom marketing analytics solution allowing the headquarters to analyze the company's global marketing performance and use a unified currency to better understand and strategize marketing investments and budget allocation. Namely, Improvado:

Deployed a reliable data pipeline covering everything from extracting data from multiple platforms and accounts to transforming and visualizing it. The pipeline allows the data to flow freely between the deployed and in-house solutions.
Enhanced data granularity through reliable connectors that can retrieve most of the report types supported by employed data sources.
Introduced a fully-managed, serverless data warehouse that enabled scalable data analysis over petabytes of data.
Enhanced the data pipeline effectiveness by adding machine learning capabilities to solve any issues with data observability.
Ensured higher data availability by visualizing the data via two dashboards providing different levels of granularity: for cross-team and in-team use.

The Result

Improvado empowered ASUS to improve the marketing team's performance significantly. With zero manual data crunching, the team could save 80-100 hours per week and invest this time in thorough analysis and experimentation, which ultimately formed a framework for smarter, data-driven decisions and further enhanced the effectiveness of global marketing investments.

"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