Presented by Midwest Digital Marketing Conference (MDMC)
PenPath Teaching Diamond Dealers How to Deal with Data
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Big data is a big problem.
Today’s digital marketer uses an average of 5 tools, each with their own siloed data and agencies easily double that across many clients. This makes it difficult to spot opportunities or trends holistically or in real-time.
“Every marketer understands the importance of data but is chronically overwhelmed with the time it takes to make any sense of it. Quite frankly, developing automatic reports is outside of most marketer’s scope. Typically marketers resort to picking a couple of metrics they cobble together in spreadsheets and PowerPoints with their best guess,” says Alex Cruz, the Founder and CEO of PenPath.
PenPath builds bespoke business intelligence (BI) dashboards that automate the creation of interactive reports for marketers. This process begins with data aggregation and transformation, combining any and all data sources clients need visualized.
Once all the data is centralized and warehoused, PenPath applies its own data science models and calculations that solve it’s client’s analytical use cases. Popular KPIs visualized by PenPath include cross-channel metrics such as ROI, LTV, and CPA. More advanced models like data-driven attribution, predictive analysis, and customer segmentation are also available.
However, the true benefit to customer is how PenPath enables marketing teams and organizations to lead with data without having to invest in the large overhead required to build these types of solutions in-house.
That’s the opportunity Enchanted Diamonds saw, a top diamond dealer and custom jewelry e-commerce platform platform headquartered in New York City. The company works directly with the gem polishers of Mumbai and Surat, and sells custom-made jewelry via a store in NYC and online.
They recently selected PenPath as its marketing intelligence and data visualization partner.
“We’re looking forward to not having to guess what’s working across our marketing efforts. The fact that PenPath can help our team pinpoint what’s actually driving business and why is going to be a game changer. We’ve never had the time to dig into our data to this degree, much less automate it,” said Josh Niamehr, CEO of Enchanted Diamonds, in a press release.