The Total Economic Impact™ of ObservePoint

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1 | The Total Economic Impact™ Of ObservePoint Data Governance Solution Executive Summary ObservePoint provides a digital marketing data governance solution that directly enhances customer experience by improving the quality of the data and analysis that underpins it. ObservePoint commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study and examine the potential return on investment (ROI) enterprises may realize by deploying its platform. The purpose of this study is to give readers a framework to evaluate the potential financial impact of ObservePoint on their organizations. To better understand the benefits, costs, and risks associated with this investment, Forrester interviewed several customers with years of experience using ObservePoint. They deployed the data governance solution across digital assets to ensure that marketing technology (martech) tags are collecting data as intended and in accordance with privacy policies to find and eliminate redundant tags that could slow page load times and skew the data, and to automate QA testing of any tag- related issues that could disrupt the customer journey. Prior to using ObservePoint, the customers were uncertain how many tags were deployed on their assets, where they were deployed, and whether or not the tags were working as intended. As a result, analysts discovered inconsistencies in data that undermined its value in supporting business decisions. As these organizations tried to encourage more data-driven decision making, they found executives were reluctant to trust the data and its conclusions. With ObservePoint in place, these organizations had better data on which to base decisions, and they were able to provide that data with less effort on the part of their analytics or development teams and with less disruption to their customers. One interviewee told Forrester: "ObservePoint has changed the way we do things. The online marketing team [members] all now have user accounts and get alerts if there is an issue with their pixels. So, now, instead of missing out on the data, we find out a lot sooner, and we're able to quickly address that problem." Key Findings Quantified benefits. The following risk-adjusted present value (PV) quantified benefits are representative of those experienced by the companies interviewed: › Improved personalization and customer experience delivered $1.1 million in incremental profit. A primary reason most organizations are collecting user data on their assets is to provide a more personalized customer experience in their marketing. The organizations Forrester interviewed were able to rely on more complete data to create better marketing plans and increase conversion rates to drive additional sales. › Streamlined path to purchase contributed another $1.1 million to the bottom line. The interviewed organizations often added and removed digital assets. Inevitably, some of these were coded incorrectly or linked to pages that had been removed. They also accumulated "piggyback" or misfiring tags that slowed the rate at which pages loaded. ObservePoint enabled analysts and developers to continuously audit assets and address issues. Financial Highlights (Three year totals) Improved personalization and customer experience: $1,099,636 Streamlined path to purchase flow: $1,097,821 Improved productivity: $839,635

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