NovaTel B2B: From Fragmented Data to Board-Ready Marketing ROI
We help COOs move from attribution uncertainty to predictable acquisition by unifying first-party data activation with MMM-backed attribution models that deliver clear, board-ready ROI reporting.
Proven at enterprise scale
Organizations choose Concentrix to unify siloed first-party data and move from fragmented marketing intelligence to production-ready solutions at scale.
"Concentrix unified our disparate data sources and built an attribution system that works across the entire business, not just the marketing team."
"They connected our fragmented first-party sources and gave us attribution models we can actually trust."
"The Agentic Operating Framework delivered real, board-ready results with clear ROI metrics, not another pilot that goes nowhere."
Questions operations leaders ask
COOs and operations leaders need clear answers on media efficiency and marketing ROI. We help you build attribution confidence, activate first-party data at scale, and deliver board-ready reporting that demonstrates measurable business impact.
Let’s ConnectHow do you improve attribution confidence for board reporting?
We combine marketing mix modeling (MMM) with attribution-backed methods to reconcile cross-channel signals and increase measurement confidence. This dual approach moves you from uncertain attribution to clear ROI metrics the board can trust, with quantified channel contribution and margin impact at the center of every report.
How do you address inadequate test governance?
We establish rigorous experiment protocols that include clear hypotheses, pre-registered success metrics, appropriate holdout groups, statistical power calculations, test cadence, quality assurance checkpoints, and defined decision rights. This governance framework turns inconclusive tests into actionable insights and prevents wasted media spend.
How do you activate siloed first-party data?
We unify fragmented first-party data from CRM, web and app properties, loyalty programs, and offline touchpoints into a governed foundation ready for activation. This eliminates slow, channel-specific manual processes and enables you to activate audience segments and suppression lists across paid and owned channels at scale.
What measurable ROI can we expect?
A global airline improved media efficiency and board-ready ROI reporting to identify $150 million in potential new revenue and $45.8 million in cost savings. These results came from better attribution models, tighter test governance, and faster first-party data activation that made every media dollar accountable.
How do we start improving media efficiency?
We recommend starting with a media efficiency workshop. This session will assess your current attribution and measurement maturity, identify gaps in board-ready reporting, and map a practical roadmap to improve marketing ROI visibility. You'll walk away with clear next steps to reduce wasted spend and build confidence in your performance data.
Ready to prove marketing ROI to your board?
Our media efficiency workshop maps your path from fragmented data to unified marketing intelligence with MMM and attribution-backed reporting. You'll get improved media efficiency on your current budget, clear visibility into campaign performance, and board-ready ROI proof. Book now to show measurable results at your next board meeting.