Avnet, a leading global trader and distributor of high-tech electronic components, works closely with manufacturers in marketing and sales to increase their sales. But how do you measure the success of these campaigns and continuously learn from success factors? Precise, timely, and consistent reports on performance and ROI are needed both internally and for manufacturers – but this requires monitoring over 100 channels in 17 different technology areas across five major global regions. Not only is it a major challenge to consolidate data from countless different systems, but for many channels – such as trade fair presence or PR articles – the effects cannot be measured as directly as, for example, for an online banner. Until now, the data from countless systems was manually compiled and evaluated by internal experts – a very time-consuming, labor-intensive process that also led to differing reports between different employees. Avnet needed a solution that would automatically consolidate and evaluate all of the data and create transparent and meaningful reports – as a single source of truth for transparency, consistency and efficiency.
The NEUTRUM EVO Optimizer was created precisely for this purpose: to consolidate internal and external data from a wide variety of systems and sources, make it comparable, and demonstrate the interrelationships. After just a few months, Avnet was able to replace the lengthy, error-prone process of manual data collection with automatic reporting on a clear, central platform. The NEUTRUM EVO Optimizer enables highly differentiated evaluation of campaign performance – down to the formats and strategies used – and to assess the ROI of each individual measure. For measures that cannot be directly measured, the algorithms model effects statistically (e.g., “did we receive significantly more calls in connection with the trade fair?”). The international rollout across organizational units and also to manufacturers was completed within less than a year. As a next step, Avnet is expanding its EVO Optimizer instance to include AI-supported recommendations on budget and media mix.
With the introduction of the NEUTRUM EVO Optimizer, Avnet was not only able to significantly reduce manual effort, but also dramatically accelerate the reporting process and raise data quality to a whole new level. Industry partners benefit from precise, consistent, and transparent campaign reports that make ROI clearly measurable. Avnet’s marketing and sales experts quickly and reliably identify the drivers of success, allowing them to continuously optimize marketing strategies, media mix, and budgets. This not only increases Avnet’s speed and efficiency in reporting, marketing, and sales, but also strengthens its position as a trusted partner for manufacturers with this continuous, data-based transparency—a clear competitive advantage.
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