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Dynatrace Case Study

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CUSTOMER STORY INDUSTRY Computer Software HEADQUARTERS Waltham, MA CHALLENGES Legacy matching process at Dynatrace was slow and inaccurate. A manual attribution model was so time- consuming it could only be applied to North America operations, leaving out their global teams. SOLUTIONS LeanData Matching automatically evaluates leads and matches them to existing accounts. LeanData Attribution helps the marketing team determine campaign success and better allocate their budget. RESULTS Improved Accuracy: Full visibility into all activities within target accounts across any timef rame gives them a comprehensive view to support their ABM strategy. Productivity: Marketing team drove a 3x productivity improvement in building out key reports, allowing Dynatrace to scale and report globally. Dynatrace Leverages LeanData's Matching and Routing to Fuel ABM - With Dave Anderson, SVP of Marketing and Rebecca Qu, Quantitative Marketing Analyst, Marketing Operations Dynatrace is on a roll. The company leads the digital monitoring industry with the world's first AI-assisted monitoring platform for digital ecosystems. It's more than 8,000 global customers include 72 of the Fortune 100, nine out of ten of the world's leading cloud providers, eight out of the top ten banks, and nine out of the ten largest technology companies. But success comes with challenges. With lead volumes multiplying, Dynatrace's account-based marketing (ABM) strategy is highly dependent on efficient and accurate lead-to-account matching. The company's legacy account matching process, however, was neither fast nor precise. Dynatrace's vital marketing attribution process was similarly challenged, as well as being limited in functionality, making it difficult to prove marketing's effectiveness and impact on revenues. Rebecca Qu, Quantitative Marketing Analyst, Marketing Operations, Dynatrace explained, "It is essential for us to be a data-driven marketing organization, but the processes and systems for matching and attribution we had in place before LeanData were not pulling their weight. To meet our marketing goals, we needed a solution in these areas that would scale globally, eliminate manual workarounds, increase marketing productivity and visibility, and ensure that our multi-touch attribution is always on point." The LeanData Solution Working with marketing consultant firm Revenue Pulse, Dynatrace first implemented LeanData to streamline and improve the accuracy of its lead-to-account matching. The implementation enabled Dynatrace to jettison a fuzzy-logic match tool that it had never been happy with, as well as eliminate hours of manual data input and matching effort. "This immediately resulted in an enormous productivity boost," said Qu. "But even more important, our matching is now much more accurate, meaning we can more effectively support the company's ABM efforts and provide more trustworthy marketing analytics overall." But that was only the beginning. Soon after, members of Dynatrace's Marketing Ops team attended a session at Marketo Summit 2017 featuring Revenue Pulse, which showcased how another LeanData customer, Pure Storage, was successfully using LeanData for marketing attribution. Inspired by the presentation, the Dynatrace team moved to investigate what the LeanData Attribution Module could do for them. Transforming Attribution As it turned out, LeanData has been able to transform attribution at Dynatrace completely. Dynatrace Marketing Demand Gen team had a multi-attribution model in place but was manually pulling data f rom Salesforce, putting it into Microsoft Excel files, performing some cleansing of the data in Excel, and then putting the data into Microsoft Access.

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