Centralised reporting improves agency performance

Sanlam, Africa's largest insurer, sought an integrated solution to enhance its digital marketing campaigns, linking their digital brand campaign to high-intent lead generation campaigns. Through Measurebyte, they found their answer in DecisionBoard, a combination of data pipeline optimisation, structured campaign taxonomy, data storage, and data visualisation, all designed to create agility and faster decision making across paid, owned, and earned media teams.

The Technology

• Fivetran
• Snowflake
• Looker Studio

The Challenge

Sanlam was battling to navigate the siloed data between native platforms, agency reporting and their internal reporting, leading to a disparate view of their digital marketing landscape.

The need? A unified, accurate reporting solution for both internal teams and agency partners.

The Measurebyte Solution

Enter DecisionBoard🚦. We've empowered Sanlam using our MeasureBrand® Framework (identifying metrics that matter across SEE, THINK, DO stages), seamlessly aligning digital brand awareness and lead generation campaign strategies.

The Results? Nothing short of transformative.

✅ Key Achievements

• Bounce Rate: Slashed by half.
• Engagement: Average time on page soared 2x.
• Click-Through Rate: Rocketed up to 3.5x.
• Conversions: Reached 350 per day.

🌟 Channel Wins

• Data-Driven Banners: CTR at 2.8%, outperforming the previous benchmark of 0.52%.
• Meta: High traffic with low CPLPV and extended site engagement.
• TikTok: A standout performer, delivering 50% of total clicks, a 16% CTR and R0.01 CPV.

How Sanlam Uses DecisionBoard

Sanlam's DecisionBoard is built and managed using Looker Studio*. The data ingested spans across a number of digital marketing channels. In collaboration with Sanlam's marketing team, we identified the metrics that matter using primary, counter, and efficiency metrics, along with advanced analysis capabilities. This allowed Sanlam and their agency partners to refine and improve their marketing strategies in real-time, leading to more targeted and effective campaigns. With a centralised (and accurate) view of their data, a significant benefit was the quick identification and action on user engagement patterns.

Sanlam’s journey with DecisionBoard is a testament to the transformative power of unified, insightful digital marketing analytics. This case study underscores the tangible benefits of integrating disparate data sources into a cohesive reporting tool, leading to significantly enhanced marketing outcomes.

"Measurebyte’s DecisionBoards have totally transformed our campaign performance and prompted us to put really great feedback and optimisation loops in place."

Kelly Driscoll - Head of Demand Generation, Sanlam

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*Looker Studio was used as a proof of concept first. Our objective was to get the business case signed off using Looker Studio and then help Sanlam replicate the DecisionBoards in their preferred reporting tool, PowerBI.