Customer_case

Grundfos achieved 100% campaign data accuracy, enabling trusted performance and better marketing decisions

Grundfos is a global leader in pump and water solutions, developing energy-efficient pumps, motors, controls, and water-treatment technologies. They strive to improve water access, reduce energy use, and help solve water and climate challenges.

Industry: Industrial Manufacturing
Company size: 20,000+ employees. Operates in over 60 markets worldwide.
Headquarters: Denmark
Use Case: Global marketing standardization and cross-channel reporting

The_scope

As Grundfos expanded its global marketing operations, the team needed a scalable setup to standardize all marketing efforts across campaigns, partners, agencies, and markets.

With Accutics, Grundfos established a shared data language and governed tracking foundation, enabling consistent campaign data, trusted reporting, and stronger links to tie advertising to performance revenue.

The_challenge

A high volume of marketing campaigns were being activated across channels, partners, platforms, and global teams. As activity scaled, the Grundfos team investigated a structured way to:

Standardize campaign tracking across channels
Ensure marketing data was reliably connected to Adobe Analytics
Integrate data from channels without native APIs, such as direct buys and affiliate partnerships
Replace manual Excel-based reporting with a structured and governed setup across teams
Maintain consistency across global teams deploying campaigns

Without consistent tracking, reliable reporting was difficult to sustain, weakening the data foundation needed to connect advertising to performance, revenue, and overall marketing impact.

The_solution

Standardized campaign naming conventions: One shared data language

Grundfos implemented Accutics to establish a governed data foundation across the marketing ecosystem.

Step 1
The team set up multiple projects in Accutics Standardize, organized by marketing channel. Each project defines standardized naming and URL tracking conventions, enabling teams to create campaigns with consistent parameters across all channels.
Step 2
Once defined, these conventions were activated across key marketing touchpoints and downstream platforms, supporting a more complete view of performance and making it easier to assess where marketing budget is best spent.

A secure foundation for omnichannel analytics

Grundfos uses Accutics to extract marketing data from multiple platforms through API integrations, combining it with Adobe Analytics and media performance data in a central database and visualizing the results in Power BI dashboards. This creates a reliable foundation for more accurate reporting and stronger cross-channel insights.

For marketing activities that do not support APIs, such as affiliate partnerships, direct buys, new partnerships, and offline marketing, Grundfos uses Accutics to centralize manual reporting in a standardized format. This enables the team to include data from previously difficult-to-track channels and ensure a complete view of campaign performance.

By combining analytics and paid media data, Grundfos has created a holistic reporting setup that connects channel execution with broader business performance. This gives the wider team shared visibility into results and supports better decision-making across marketing efforts.

The_result

More than a reporting setup, the team has built a foundation for full-funnel marketing measurement and optimization.

Strong internal processes and disciplined execution have been key to success, supported by a team with the skillset, dedication, and passion to drive marketing impact.

Today, Grundfos operates with compliance across campaign naming conventions, helping ensure campaign data is structured correctly from the start. This level of consistency enables:

01
Reliable cross-channel reporting without fragmented or missing campaign data
02
Consistent engagement tracking across marketing touchpoints
03
Accurate campaign attribution across platforms and partners
04
Stronger governance and visibility across global marketing teams
05
Scalable marketing operations as campaigns and channels continue to grow

As a result, campaign data has become a trusted strategic asset for the marketing team, supporting stronger decisions, sharper performance insights, and a clearer link between execution and business results.