Hitachi Vantara: Quality Data Leads to Quality ROI
Hitachi Vantara provides information technology (IT) infrastructure, analytics, content, and cloud solutions and services to Fortune 100 and Fortune Global 100 enterprises. They are a wholly owned subsidiary of Hitachi Ltd and publicly traded (NYSE: HIT).
The Problem: Missed Opportunities
Hitachi Vantara has a massive budget that requires consistent monitoring and maintenance; investments need to be regularly managed to ensure continual alignment. Although results were being measured well, they realized they weren’t properly educating teams on the importance of keeping investment data up to date.
After introducing Allocadia’s MPM platform, Hitachi found instances where unused marketing spend was left sitting which translated to missed opportunities.
If data is not entered properly – or missing completely – it affects the global marketing budget and thus the entire business. One small issue in budgeting can cause a ripple effect across the organization. It was essential for the Hitachi marketing department to demonstrate how global data integrated to reflect the impact of various campaigns and the total marketing impact on pipeline and revenue.
“We start with financial inputs across the world, connect the data to actions our teams are doing, and then we’re working to show the best kind of results we can.”Jeremie Audran, Senior Director of Global Marketing Operations, Hitachi Vantara
The Solution: Cleaned-up Data Meets AI
Clean data and reporting are key for regional managers and directors to gain an overview of marketing pipeline and revenue impact. Hitachi’s new technology stack now includes a combination of Allocadia and Salesforce Einstein. They use Allocadia to plot revenue and budget data by campaign which they push into Salesforce every evening. In doing this, they can delve into errors and investigate potential data inaccuracies. Hitachi can review the cost, how it was allocated, and how effective every campaign or marketing activity was.
Proper data entry leads to proper reports and a well executed dashboard. Audran is proud that now “I can tell you on a monthly basis where we spent our budget, allowing us to adjust spending and be a nimbler marketing organization.”
Read our full case study for all the details on how Hitachi turned missed opportunities into measurable impact.