Introduction

Accutics customers experience revenue growth rate that was 155.5% faster than their respective industries. We analyzed data from various industries, including shipping, supermarkets, insurance, electronics, luxury goods, retail, banking, gambling, airlines, logistics, and pharmaceuticals, over the period of 2018-2023.

Our recent Lead with Insights survey revealed that the same group agrees that a lack of a proper data governance strategy will mean losing marketed share and falling behind competition in a near future.  

To understand the connection between marketing data governance and beating industry growth, we delved into the story of Qualcomm. In this article, we’ll uncover the impact of data governance on their marketing operations and the key factors behind their marketing success.

A Framework for Success: Technology, People, and Process

Qualcomm's success is rooted in a strategic approach that prioritizes technology, people, and processes. By leveraging Accutics for standardizing campaign tracking, Qualcomm was able to streamline operations, improve data quality, and foster a culture of innovation.

Let's explore how they achieved success in each area:  

I. Technology: The Foundation of efficiency and insight

Prior to adopting Accutics, Qualcomm faced significant challenges in managing their marketing data. Outdated methods, such as Excel spreadsheets, led to inefficiencies, errors, and inconsistencies. This "wild west" approach hindered informed decision-making and optimal marketing efforts.

To address these challenges, Qualcomm set out to:

• Save time: Reduce manual tasks like generating campaign IDs and tracking performance.

• Maximize ROI: Quickly realize the return on their investment in Accutics.

• Improve data quality: Enhance accuracy, consistency, and reliability.

With Accutics, Qualcomm achieved significant results in two key areas:

1. ROI and cost savings

• Accelerated campaign tracking: Optimized process for campaign tracking with 93,3%

Nael Cassier, Senior Manager Digital Marketing shared: "Before Accutics, it took 30 minutes to send a CMP ID from end to end. Now, it takes only 2-3 minutes."  

This significant reduction in time has freed up valuable resources and enabled the team to focus on higher-value activities.

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• Channel-based attribution: Enabled more accurate marketing attribution at the channel level, leading to optimized budget allocation.

As Nael stated, "We use Accutics to augment our Adobe Analytics data based on channels. That is driving our attribution. So, I can tell you which channels are performing better, where do we need to spend our next dollar, right? That's all done thanks to Accutics because we tag every single campaign that we deploy."

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2. Data quality and governance  

• Foundation for AI success

Qualcomm's significant investment in AI underscores the critical role of data quality in driving innovation. As Brandon Ratliff, Director Martech, emphasized, "AI is only as good as the data you put into it."

The platform's ability to streamline data management processes and improve data quality has directly contributed to the success of Qualcomm's AI projects.

Brandon adds: “AI is just part of Qualcomm’s DNA. AI is only as good as the data you put into it, so we’re focused on improving the quality of the data because that will become the underpinning for everything we do. The quality of our data has improved significantly in the years we’ve had Accutics.”

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• Improved decision-making

Accutics has empowered Qualcomm with the technology needed to make data-driven decisions. With valuable insights into campaign performance and customer behavior, the team can optimize their marketing strategies and drive better results.

As Nael explained, "Accutics helps solidify the hypothesis that search is king for us. When we look at the attribution, paid search is the number one channel. So naturally, you're going to put more money in it."

II. People: Empowering teams and fostering innovation

Qualcomm's commitment to empowering its teams was key to their success. They aimed to make data accessible to everyone, maximize tool adoption, and build a strong partnership with Accutics to drive innovation.

Accutics helped the Qualcomm marketing team to:

• Democratize data access for teams and agencies

Accutics' user-friendly interface and minimal training requirements have empowered team members at all levels to access and utilize marketing data effectively.  

Valuable features like Branded QR Codes in Accutics Standardize made it easy for teams to adopt and leverage the tool.

As Brandon explained: “Those are like hotcakes. People love branded QR codes. Any time we go to any conference, whether it's a PowerPoint presentation, we get them. People use QR codes with the Qualcomm logo or even our main product brand, Snapdragon.”

• Continue innovating through a strong partnership

Accutics' proactive approach to solving Qualcomm's challenges and their commitment to customer success have fostered a strong partnership that goes beyond a traditional vendor-client relationship.

In their own words: ‘With other vendors you are not going to see the same level of Customer support - or customer delight if you will. We feel that our vendors are listening to us and we just love that about Accutics.”  

• Become a center of excellence within the organization

By setting high standards for data governance and sharing best practices, Qualcomm's marketing team has emerged as a center of excellence within the organization, inspiring others to follow suit.

As Brandon added, "We set the bar very high, and it is now permeating other parts of the organization."

III. Processes: Streamlining operations and driving efficiency

Before Accutics, Qualcomm faced challenges with fragmented and inefficient data management. Multiple Excel spreadsheets led to inconsistencies, errors, and a lack of visibility, hindering scalability and data-driven decision-making.

Accutics helped Qualcomm:

• Achieve data governance at scale

By replacing multiple spreadsheets with a single, web-based platform, Qualcomm eliminated silos and improved data. As a Nael noted, "The real benefit for us, you know, aside from money savings and efficiencies, is data cleanliness, data hygiene, data quality. Because Accutics is a web-based tool, it allows for governance at scale."  

• Improve collaboration

The shared platform enabled seamless teamwork between internal teams and external agencies.

As they explain "At Qualcomm, we own our data and the media agencies we partner with use the same tools as we do. Agencies use Accutics to funnel the right data into our Adobe Analytics. It made adoption extremely simple. They quickly realized that they can just log in, create bulk CMP IDs, and have templates in place really quickly.”

Conclusion:

In today's data-driven world, marketing data governance is no longer optional. As demonstrated by Qualcomm's success, a strong data governance strategy can significantly impact marketing performance. By streamlining processes, improving data quality, and empowering teams, data governance enables organizations to make informed decisions, optimize marketing efforts, and drive business growth.

Qualcomm's journey showcases the transformative power of data governance. By adopting Accutics, they were able to break free from manual processes and embrace a data-driven approach. This led to increased efficiency, improved data quality, and a competitive edge. As marketing leaders navigate an increasingly complex landscape, prioritizing data governance is crucial for staying ahead.

The way forward: Why act now  

By leveraging the right tools, marketing leaders can successfully use data governance as a catalyst for business growth. Accutics empowers organizations to:

• Improve efficiency: Streamline tracking processes and reduce manual tasks

• Enhance marketing data quality: Ensure data accuracy and consistency

• Make data-driven decisions: Leverage insights to optimize marketing strategies

Don't let your organization fall behind.  

Take the first step towards data-driven success by exploring how Accutics can transform your marketing operations.

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