Proximus boosts the quality and effectiveness of its marketing campaigns with Salesforce Datorama

If connectivity is progressing at the speed of 5G, marketing is not left behind: it must also evolve faster than ever in order to adjust and optimize campaigns. For this, Proximus relies on Datorama, Salesforce’s marketing intelligence platform which facilitates the collection, visualization and interpretation of data. The company can thus better understand the data to support its growth.

Technology does not stop for a second and marketing can no longer ignore advances in smart technologies. And a company like Proximus, where several digital campaigns are running simultaneously, cannot afford to lag behind in this area. The optimization of these ads is the responsibility of the Media Performance Experts: a team of experts from the communication agency and Proximus who monitor the campaigns and provide expert advice.

“Before, we spent a lot of time collecting, compiling and consolidating data. Each channel has its own campaign platforms, with distinct parameters that we must gather and interpret”, explains Alex Van de Wal, Media Performance Manager at Proximus. “The time available for interpreting the data itself was therefore very small. This method no longer meets the requirements of a modern marketing team. To improve campaigns, we must invest as much time as possible in this analysis of information. “

Alex Van de Wal, Media Performance Manager at Proximus

Make data accessible and interpretable

Alex and his colleagues knew they needed a solution to process data smarter. Thanks to their collaboration with a specialized agency, they have already discovered the potential of Datorama. This artificial intelligence (AI)-based Salesforce platform allows you to distil as much information as possible from marketing data, thanks to practical dashboards. As Proximus insists on managing its reporting tools itself, it decided to purchase its own Datorama license.

With our partner, we took the time to configure the platform and classify the incoming data into different categories. Now, insights across all of our channels and campaigns end up in the right place “, explains Alex Van de Wal. ” We use this saved time to interpret this information and make recommendations on how to strengthen current and future campaigns.

At Proximus, many departments and employees contribute to advertising campaigns. With carefully crafted dashboards, they have quick access to information and everyone uses the same data sources. ” There is no more ambiguity due to reports on different platforms. We start from a common base and use the same information to draw our conclusions. In addition, the Datorama platform is accessible to all marketing players. Colleagues can then match the data to business insights based on their specific expertise. “

1648116982 470 Proximus boosts the quality and effectiveness of its marketing campaigns

AI finds a needle in a haystack

Thanks to Datorama, Proximus works much faster and more efficiently than before, but the potential of a smart marketing tool does not stop there. The telecommunications company is busy experimenting with new applications. Alex Van de Wal is thinking, in this case, of AI applications such as Salesforce Einstein, an intelligent assistant that allows employees to access the answers and information they need as quickly as possible. ” Eventually, we hope AI will help us find the proverbial needle in a haystack faster. Think, for example, of values ​​such as cost per click or acquisition. If one small detail can lead to much better results, our people need to know about it. However, analyzing campaigns takes a lot of time. We can therefore still significantly improve our time savings and our performance thanks to AI.

Proximus is testing such applications on a small scale, but eventually Datorama’s AI capabilities should make all of the company’s staff and marketing campaigns even more effective. ” This platform should allow us to react more quickly. In the past, we had to wait for the end of the campaign to be able to study our route. Today, we expect to receive immediate notification if an element of the media plan does not go as planned. Of course, we also need to make sure that the system only sends us notifications that are relevant to our employees.

Widen the field of vision

Alex Van de Wal and his team are convinced of the added value of Datorama. ” Today, we can tackle projects that we simply didn’t have time for before. Likewise, this platform will improve the quality of our work, with more adequate and transparent information for our colleagues and even more relevant campaigns for Proximus end customers. Going forward, we want to broaden our focus beyond AI applications to include all marketing activities. So we can control all our activities at a glance “, concludes Alex Van de Wal.

Want to know more about the role of marketing intelligence in the evolution of companies? We tell you everything in our Marketing Intelligence Report, which you can Download here.

Technology does not stop for a second and marketing can no longer ignore advances in smart technologies. And a company like Proximus, where several digital campaigns are running simultaneously, cannot afford to lag behind in this area. The optimization of these ads is the responsibility of the Media Performance Experts: a team of experts from the communication agency and Proximus who monitor the campaigns and provide expert advice.” Before, we spent a lot of time collecting, compiling and consolidating data, as each channel has its own campaign platforms, with separate parameters that we need to gather and interpret,” explains Alex Van de Wal, Media Performance Manager at Proximus. “The time available for interpreting the data itself was therefore very small. This method no longer meets the requirements of a modern marketing team. To improve campaigns, we must invest as much time as possible in this analysis of information. “Alex and his colleagues knew they needed a solution to process data in a smarter way. Thanks to their collaboration with a specialized agency, they have already discovered the potential of Datorama. This artificial intelligence (AI)-based Salesforce platform allows you to distil as much information as possible from marketing data, thanks to practical dashboards. As Proximus wants to manage its reporting tools itself, it decided to buy its own Datorama license.” With our partner, we took the time to configure the platform and classify the incoming data into different categories. Now, information from all of our channels and campaigns ends up in the right place,” explains Alex Van de Wal. “We use this time saved to interpret this information and make recommendations on how to strengthen current and future campaigns. “At Proximus, many departments and employees contribute to advertising campaigns. With carefully crafted dashboards, they have quick access to information and everyone uses the same data sources. “There is no more ambiguity due to reports on different platforms. We start from a common base and use the same information to draw our conclusions. In addition, the Datorama platform is accessible to all marketers. Colleagues can then match data with business insights based on their specific expertise.” Thanks to Datorama, Proximus works much faster and more efficiently than before, but the potential of a smart marketing tool doesn’t stop there. . The telecommunications company is busy experimenting with new applications. Alex Van de Wal is thinking, in this case, of AI applications such as Salesforce Einstein, an intelligent assistant that allows employees to access the answers and information they need as quickly as possible. “Ultimately, we hope that AI will help us find the proverbial needle in a haystack faster. Think, for example, of values ​​such as cost per click or acquisition. allow us to obtain much better results, our employees must know this. However, analyzing campaigns takes a lot of time. We can therefore significantly improve our time savings and our performance thanks to AI. “Proximus is testing this type of small-scale applications, but eventually, Datorama’s AI capabilities should make all of the company’s staff and marketing campaigns even more effective. “This platform should allow us to react more quickly. In the past, we had to wait for the end of the campaign to be able to study our course. Today, we hope to receive an immediate notification if an element of the media plan does not go as Of course, we also have to make sure that the system only sends us notifications that are relevant to our employees.” Alex Van de Wal and his team are convinced of the added value of Datorama. “Today we can tackle projects for which we simply did not have time before. Likewise, this platform will improve the quality of our work, with more adequate and transparent information for our colleagues. and even more relevant campaigns for Proximus end customers. In the future, we want to broaden our scope beyond AI applications to include all marketing activities. This way we can control all our activities at a glance”, concludes Alex Van de Wal.

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Proximus boosts the quality and effectiveness of its marketing campaigns with Salesforce Datorama


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