The Situation
Response Mine Interactive (RMI) is a digital marketing agency who over the years has handled paid search, SEO, and other channels for brands such as The Home Depot, Staples, Brinks Home Security, Service Master Brands, Carhartt, TravelZoo, Havertys, and Mayo Clinic. Although RMI had been successful in producing results for clients, a lack of technology often caused issues with hitting deadlines and ensuring the accuracy of deliverables. In short, there were countless reports to produce and analyze on a regular basis, and everything had been done via manual spreadsheets. In addition, since there was no individual or group who owned technology, tracking, and analytics, whenever there was a need for those things, it was a huge burden for the already overtaxed staff. To further illustrate the need, "lack of technology" was a top reason for media staff voluntarily departing the company.
The Solution
Fusion75 recommended that RMI take the burden of reporting, tracking, analytics setup off of the media staff who was previously responsible for these items. In order to do this, it was proposed that RMI:
Automate internal and client-facing reporting processes using Domo
Create a center of excellence for owning and maintaining processes related to reporting, analytics, tracking, and other technical tasks that support campaign management
The Outcomes
Not only was there a huge benefit of 2 FTE worth of reporting hours saved each week, but the reports produced were more insightful and enabled the media & account management staff to have more meaningful conversations with clients.
With the creation of a dedicated analytics team, the center of excellence was born. Processes were owned and documented, and the burden of these tasks did not take away precious time from the media managers on the team.
As a result of the above, staff turnover drastically slowed down, and lack of technology has not since been cited as a reason for individuals leaving the company.
