Marketing: Taylor’s story

Taylor is a global brand marketing manager who helps execute her organization’s marketing campaigns, from planning through performance reporting. Prior to integrated marketing planning, she struggled with fragmented tools and manual data collection, inefficient campaign planning cycles, and cross-department collaboration.

As part of the transition to integrated marketing planning, Taylor and her team used the planning phase to eliminate silos, make campaign decisions based on real-time data, and lay the groundwork to simplify and expedite reporting. This included: 

• Building target personas with AI-driven segmentation, defining clear campaign ambitions, and customizing by channel, market, and persona engagement
• Developing a creative strategy that addresses specific pain points and aspirations of each segment, and directly informs the asset list to reduce creative waste and rush fees
• Preparing campaign plans for review and approval by key stakeholders
• Jointly creating a budget with finance, including conducting scenario planning to model different investment levels and expected outcomes

Impact: Rather than spending 3-6 months planning the second phase of the XC-Global campaign, Taylor and her team developed a comprehensive plan—which had buy-in from creative, finance, sales, and marketing operations—in just a few weeks. 

Finance: Sara’s story

As CFO of Innovidiam, Sara saw marketing as a cost center because no one could clearly show marketing ROI. Proving value required months of manual work, often with too many caveats to trust. Budgeting relied on last year’s numbers and attempts at more strategic planning led to longer cycles and confusion.

During Innovidiam’s transition to integrated marketing planning, the company connected its finance, marketing and procurement systems. Finance and marketing teams also worked together to develop campaign plans. This included:

• Developing and approving the campaign budget based on audience reach, category growth, and estimated sales
• Tracking campaign ROI more holistically—not just for the new launch, but also automatically including the sales lift
• Collaborating closely with marketing to validate assumptions about channel costs, audience reach, and anticipated outcomes—so financial plans support marketing’s strategic objectives 

Impact: Sara and her team enjoyed 50% shorter budgeting and planning cycles and the opportunity to offer input and advice. They feel less stressed about the overall marketing budget aligning with long-range planning and overall P&L budget. The team looks forward to improved visibility into marketing spend and ROI once campaigns launch.

Marketing operations: Jarvis’ story

Jarvis is a marketing operations director who has faced long planning cycles, disconnected strategies, and siloed data challenges throughout his 10-year tenure at Innovidiam.  

During the integrated marketing planning transition, Jarvis resolved to make the most of his newly connected systems and data mapping. He prepared to turn the data into actionable insights by:

• Building a data collection and reporting framework to track campaign KPIs from launch
• Presenting the proposed measurement approach and data sources for stakeholder approval before campaign execution

Impact: Rather than spending most of his time compiling data manually and creating reports, Jarvis used the planning cycle to analyze easily accessible data and deliver proactive guidance to help align campaign plans with business priorities.  

After 4 months of planning, Innovidiam was ready to execute the second year of the XC-Global campaign.  

Marketing: Taylor’s story

Taylor led the execution of Innovidiam’s Year 2 global brand campaign. This included: 
 

• Overseeing the deployment of creative assets across channels and ensuring messaging was personalized for each audience segment 

• Coordinating closely with creative teams to develop and produce content according to campaign timelines and working with channel owners to optimize timing and placement

• Using performance insights from past campaigns to refine creative briefs and guide content creation, so ads and materials reflected what resonated most with audiences

• Adopting robust campaign tagging processes to easily track each asset throughout the plan-execute-measure cycle and simplify attribution and campaign performance analysis across all channels

• Creating a KPI Playbook that details how to respond to KPIs during the campaign, so marketers can quickly identify when to optimize tactics or messaging to maximize value

Impact: With everyone working from the same details and timelines established during the planning phase, execution was more efficient than ever. Rather than adjusting delivery deadlines based on availability of each contributor and reviewer, Taylor coordinated with creative teams to develop, review and produce content ahead of schedule. She also collaborated with channel owners to optimize timing and placement based on workflow schedules.

Finance: Sara’s story

Integrated marketing planning helped Sara’s team dramatically improve execution by automating spend tracking, reporting, and procurement processes. This included: 
 

• Proactively monitoring campaign expenditures and addressing over- or under-spending using real-time updates and automated notifications

• Using advanced capabilities such as automated purchase ordering (PO), invoice approval workflows, and real-time spend tracking to streamline baseline campaign plan creation and visibility into actual spend

• Automating reports for pacing and spend planned vs. spend actuals, so adjustments can be made before approved funding runs out

• Quickly measuring and projecting key marketing KPIs, enabling more accurate and responsive campaign execution, made possible by standardized systems

Impact: Now that the finance team can easily monitor campaign spending, they worked with marketing and operations to quickly flag and correct deviations in real time. Additionally, by automating financial workflows and maintaining detailed audit trails, the team ensured that all campaign spend and reporting processes remained SOX compliant, reducing risk and strengthening financial governance.

Marketing operations: Jarvis’ story

Jarvis streamlined campaign execution by implementing standardized, real-time reporting and automated spend tracking, which improved coordination across marketing, sales and finance. This included:

• Providing individualized support to priority campaigns, such as (1) fast tracking claims and legal approval to avoid launch delays, and (2) helping keep plans closely aligned with strategic goals and working with teams to use consistent KPIs for performance monitoring

• Managing workflows between marketing, creative and analytics teams to support timely asset delivery and campaign launches, quickly resolve operational issues, and avoid costly surprises such as rush fees

• Using real-time dashboards to enable agile adjustments to investment allocations, answer executive questions on the fly, and reduce urgent data requests by providing accurate, ongoing campaign tracking across all channels

Impact: Free from spending hours or days manually mapping and validating data, Jarvis can spend more time keeping resources aligned and addressing complex challenges. For example, when real-time spend and budget tracking dashboards highlighted a surplus in several regional markets, Jarvis modeled different investment scenarios for the global brand team. With these insights, brand and finance teams quickly secured necessary approvals to adjust investment allocations. 

Marketing: Taylor’s story

To monitor Year 2 campaign progress, Taylor analyzed engagement, conversion and brand awareness metrics by audience segment and channel. She used Deloitte's brand awareness tool to assess brand campaign performance against four key drivers: share of culture, message memorability, experience satisfaction and value alignment. Taylor also leveraged Deloitte Digital’s tools to measure the campaign’s incremental impact on conversion each month and used scenario planning to optimize spend and ROI. By layering this data, Taylor demonstrated the halo effect the brand campaign had on ROI and provided her finance colleagues with a comprehensive view of campaign impact on enterprise performance goals.

Impact: By aligning tactical efforts with KPIs and reducing operational workload by 50%, Taylor focused more on strategic marketing activities, which helped boost campaign performance above year-over-year and target outcomes. Seeing how well the campaign performed, and how positively integrated marketing planning had impacted colleagues across departments, she looked forward to the Year 2 campaign progress report.

Finance: Sara’s story

For the first time in the organization’s history, Innovidiam could easily calculate and report on actual ROI and customer acquisition costs at campaign midpoint and end. All KPIs, including budget adherence, variance, ROI, and revenue attribution, were satisfactory to Sara and other members of the executive team.

Impact: Sara no longer views marketing as a cost center, but rather a valuable driver of brand recognition, leads, sales and revenue. Convinced of marketing’s ROI and no longer relying on last year’s budget to make recommendations for the next fiscal year budget, Sara and the CMO worked together to secure investment for additional integrated marketing planning processes and campaign expansion.

Marketing operations: Jarvis’ story

Jarvis can now aggregate and validate campaign performance data for post-campaign analysis in a fraction of the time it used to take. With GMMM tagging capabilities, Jarvis monitors campaign performance across more granular dimensions, including linking results to sales transactional data using SKUs. This allows him to accurately identify higher-performing product lines, recommend products for discovery, and optimize SKU counts to reduce waste. By combining GMMM insights with multi-touch attribution, Jarvis can directly adjust product mix, inventory and spend at the product level, driving greater efficiency and impact for Innovidiam. 

Impact: With end-to-end campaign visibility at-a-glance, Jarvis helps improve agility and effectiveness across marketing initiatives. He provides strategic value to colleagues across departments, takes great pride in his work, and looks forward to further marketing planning integration and optimization. This includes automated performance monitoring, campaign and activity insights that drill down to the asset level, AI-enabled creative briefs, budget visibility and compliance, investment recommendations, and more.