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Dynatrace Case Study

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DYNATRACE SUCCESS STORY LeanData's Marketing Attribution Module delivers new levels of visibility, productivity, and accuracy to measuring marketing-influenced revenues. '' Dynatrace's use of LeanData is driving a major foundational shift in how we prove marketing's revenue contributions, fine-tune our spend, and make the case for increased marketing's budget." – Dave Anderson, Vice President, Global THE CHALLENGE 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." ®

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