Empowering a marketing data analytics revolution at GM.
Challenge
GM's reliance on external vendors for critical marketing insights led to escalating costs and inefficiencies. Essentially, GM was paying repeatedly for its own data. This unsustainable model spurred the creation of an in-house Performance Driven Marketing (PDM) Team to take control of their data, enhance accuracy, and slash outsourcing costs.
But building an internal analytics team from scratch was no easy feat. GM needed more than just temporary hires; they required a core team of seasoned professionals with deep automotive marketing expertise. These specialists needed to possess not only marketing analytics prowess but also the technical skills to build systems for independent monitoring and assessment of marketing efforts. This was crucial as the PDM Team would be responsible for holding external agencies accountable, a role demanding both expertise and consistency.
Solution
To tackle the challenges of building a new in-house marketing analytics team, GM partnered with Aquent Talent. Leveraging our long-standing relationship with GM and a deep understanding of their operations, we developed a customized staffing solution. This involved staffing their PDM Team with long-term contractors who seamlessly integrated into GM's workflows. What's more, our flat-rate weekly billing model, a departure from traditional hourly contracts, offered GM both cost predictability and access to a wider pool of top talent, spanning both freelance and permanent job markets. This approach ensured GM had consistent, long-term support as their PDM Team developed.
Results
Aquent Talent's support proved instrumental in GM's successful establishment of their internal PDM Team, reducing reliance on external vendors and giving them greater control over their marketing data and analytics. Our flat-rate model's appeal to analytics professionals, who often prioritize stability, enabled GM to secure top-tier talent for key roles such as Project Managers, Analysts, Designers, and Developers on a long-term basis.
These specialists were pivotal in developing internal reporting systems and dashboards, empowering GM to closely monitor marketing campaign performance across channels. This enhanced visibility into marketing spend and ROI enabled GM to hold external agencies accountable for delivering measurable results.
Ultimately, the PDM team empowered GM with greater control over its marketing data and analytics, reduced costs associated with external vendors, and improved accountability from external agencies. Our ability to deliver specialized talent and create a tailored staffing model has played a vital role in the long-term sustainability and success of GM's internal marketing operations.
