This financial services company needed enterprise level analytics and a comprehensive view of the organization to optimize its marketing initiatives. We identified that the necessary business data was either not available or not defined for useful reporting. By developing KPIs and implementing analytical modeling, we were able to assess conversions and other metrics against back office data to determine “true conversions” and ROI. With newly created management reporting, the company quickly increased revenue by reclassifying its marketing budget to focus on higher revenue generating initiatives, in addition to other data-driven decisions that improved ROI.