Marketing Cloud Collaboration
Television • SME
Achieved a streamlined Marketing Cloud collaboration model as measured by a 20-day faster use case delivery by conducting workshops, defining local vs. HQ responsibilities, and standardizing the campaign briefing process.
- Conducted workshops with the Austrian and German teams to define roles, responsibilities, and collaboration flows for Salesforce Marketing Cloud operations.
- Performed a skill gap analysis to identify the capabilities needed in Austria for faster and more independent execution of marketing use cases.
- Standardized the campaign briefing process to ensure consistent input quality for the HQ and reduce preparation time by around 20 days per use case.
Reverse Funnel Calculation
Automotive • Enterprise
Achieved the defined sales target across 12 countries as measured by tracked conversions and sales increase by calculating performance marketing budget requirements using regression analysis and marketing mix modeling and implementing end-to-end campaign tracking.
- Built a budget estimation model to predict required impressions, clicks, and web leads based on historic performance data.
- Applied regression analysis and MMM to translate sales targets into concrete media investment and volume assumptions.
- Implemented end-to-end tracking for a performance marketing campaign running across 12 countries to validate results against forecasts.
Performance Marketing Dashboard
Automotive • Enterprise
Achieved company-wide data-driven decision-making as measured by C-level adoption of a unified performance marketing dashboard by leading the conceptual design and delivery of a Tableau-based analytics solution built on AWS.
- Led the operative project management and conceptual design of a performance marketing dashboard covering management and operative KPIs.
- Engineered and integrated data from Google Analytics, paid social, paid search, display advertising platforms, and lead and sales systems using AWS.
- Eliminated data silos by consolidating all relevant marketing and sales data into a single, scalable analytics environment.
Salesforce Marketing Cloud Pre-Sales Architecture
Real Estate • SME
Achieved a strong and approved implementation proposal as measured by internal and client sign-off by guiding two consultants through the offer preparation and ensuring technical and pricing alignment with Salesforce.
- Supported the client in defining the Salesforce Marketing Cloud architecture including org and business unit structure.
- Facilitated stakeholder alignment on platform capabilities, limitations, and governance.
- Guided two consultants through offer preparation and aligned technical scope and pricing with Salesforce Account Executives.
Channel Quality Quantification
Automotive • Enterprise
Achieved increased investment in paid search as measured by an approved budget uplift by conducting cross-channel quality analysis and demonstrating the relative value of paid search compared to other marketing channels.
- Analyzed paid and owned channels using qualitative and quantitative metrics such as time on site, event counts, and on-site micro conversions.
- Compared the performance and downstream value of paid search against channels such as paid social to assess true contribution.
- Delivered data-driven insights that justified a significant paid search budget increase and enabled centrally sponsored campaigns.
Event Invite Automation
Professional Services • Enterprise
Achieved a higher event attendance rate and strong C-level adoption as measured by increased invite engagement and headcount by automating the end-to-end event invite process in Salesforce CRM and Marketing Cloud.
- Designed an automated event invite process linking Salesforce CRM campaigns with Marketing Cloud journeys.
- Enabled C-levels to add personal contacts and leads directly from CRM.
- Ensured invite and attendance data was synced back to CRM records for full visibility.
E-Mail Performance Dashboard
Industry • SME
Achieved significant time savings in quarterly reporting as measured by automated data refresh and management-level visibility by building a scalable email and onsite performance dashboard in Google Looker Studio.
- Designed and implemented a Google Looker Studio dashboard combining Google Analytics data with email performance data from Brevo via API integration.
- Defined and calculated the key KPIs required for management-level aggregation and decision-making.
- Replaced manual data extraction with a scalable, filterable reporting solution, saving the client several hours of effort each quarter.
GDPR Preference Center Setup
Professional Services • Enterprise
Achieved a GDPR-compliant end-to-end preference center as measured by automated lead creation and accurate consent handling by designing the data model, building subscription workflows, and integrating Salesforce CRM with Marketing Cloud.
- Designed the consent and subscription data model.
- Implemented subscription, unsubscription, and double opt-in processes.
- Built automations and journeys to create CRM leads when subscribers were not yet present.
Marketing Data Migration & Cleaning
Professional Services • Enterprise
Achieved a 98% email deliverability rate as measured by the first three sendouts by migrating all legacy marketing data to Salesforce CRM and Marketing Cloud and implementing a structured data cleaning process.
- Led the end-to-end migration from a legacy email marketing tool to Salesforce CRM and Marketing Cloud.
- Designed a data quality framework to compare, update, and create records across multiple identifiers.
- Coordinated a team of 10 interns and consultants to execute large-scale data cleaning.
Global MarTech Reporting Platform
Automotive • Enterprise
Achieved a global MarTech reporting solution as measured by high user adoption and full rollout within one year by leading a three-member development team and building a scalable Power BI and Azure-based analytics system.
- Built a Power BI proof of concept comparing CDP-based and classical marketing use cases.
- Designed and implemented a global reporting infrastructure on Microsoft Azure.
- Led a three-member development team and ensured global stakeholder adoption.
Salesforce Data Cloud Pilot
Automotive • Enterprise
Achieved a successful Salesforce Data Cloud pilot as measured by three live use cases in Germany and Belgium by defining the data model, integrating Marketing Cloud, and enabling real-time segmentation via Interaction Studio.
- Designed the Data Cloud system architecture and consent-aware data mapping.
- Built the data model and connected source data streams.
- Integrated Data Cloud with Interaction Studio for real-time audience segmentation.
Salesforce Marketing Cloud & Audience Studio Integration
Automotive • Enterprise
Achieved a 1.9% higher display CTR and a 19% increase in email open rates as measured by campaign performance after developing a multi-cloud architecture integrating Salesforce Marketing Cloud and Audience Studio.
- Integrated Salesforce Audience Studio with Marketing Cloud to unify CRM and web behavior data.
- Developed 10 global use cases and localized 3 per market across 10 countries.
- Enabled scalable, data-driven personalization across channels.
Hyper-Personalized Campaign Automation
Telecommunications • Enterprise
Achieved the best-performing campaign of 2021 as measured by engagement and conversion KPIs by developing and deploying hyper-personalized, real-time campaigns across CRM, Service, and Marketing Cloud.
- Designed and implemented four real-time cross-cloud marketing use cases.
- Connected CRM and Service Cloud triggers with Marketing Cloud journeys.
- Delivered record-breaking engagement and conversion performance.
Digital Service Concept
Tourism • Enterprise
Achieved over 50% open rates and a 0.9% ticket sale conversion rate as measured by delivered messages by implementing SSO-based registration, improving data quality, and launching three Always-On Marketing Automation use cases.
- Implemented an SSO-based registration process to increase verified subscribers and overall data quality.
- Developed and launched three Always-On automation journeys across email and app push channels, driving strong engagement and conversion performance.
- Introduced IP warming and a data quality audit framework, reducing bounce rates by 16% and strengthening deliverability.
Startup Marketing Management
Gastronomy • Startup
Achieved a doubling of monthly active users and a 17% increase in retention as measured by product usage metrics by implementing the marketing strategy and automation setup in an early-stage startup.
- Implemented the marketing strategy and analytics foundation for an early-stage startup.
- Set up Mixpanel as the marketing automation and product analytics tool.
- Designed and launched automated review and follow-up journeys that increased continuous app usage and user retention.
Google Marketing Implementation
Industry • SME
Achieved a significant increase in quality website visits as measured by 30% uplift in website visits with a bounce rate below 20% by implementing Google Ads and measuring the channel quality end-2-end.
- Implemented Google Paid Search as a new acquisition channel for a B2B trading platform entering a new market.
- Defined tracking links and on-site key events to measure traffic quality and downstream engagement.
Kontakt
E-Mail:
info@marketing-success-lab.com
Linkedin:
https://www.linkedin.com/in/oliveraichinger/