GeoNet · Property development & hospitality · Southeast Asia
A week of marketing reporting, back in fifteen minutes.
Elissa Doyle is Chief Marketing Officer at GeoNet. She runs the whole funnel, from the first ad to settlement, across about forty touchpoints, and looks at money in against money out every day.
40
touchpoints across the funnel she optimises, from lead to settlement
15 min
for the reporting that used to mean a week locked in a room
30 min
for a full campaign audit with 25 creative concepts, against two weeks at least
The funnel
Elissa runs the entire marketing division at GeoNet, and specifically the funnel: leads in from social, digital and content, through the CRM and what the sales team does with them, all the way to settlement. Money in equals money out of her funnel, and that is what she looks at every single day. Before the operating layer, everything sat across multiple data sources, each with its own way of showing what she was looking at, which made reporting on forty touchpoints very hard.
“I have about 40 different touchpoints that I look at and want to optimise every step of the way. I can't understand how people would have done this manually with spreadsheets.”
Four analysts in one
Her description of the brain power now underneath her: a CRM analyst, a sales performance analyst, a business analyst and a revenue manager, all in one, and she gets the revenue view. The first report that changed her mind was a question: if I have a thousand leads, what can I expect? It came back with who on the team is performing and who needs coaching, how to optimise, and what each change would do to revenue. Then she asked what happens if each sales rep gets a hundred of those leads, and it gave her the scenarios.
Both reports would have taken her a week of locking herself in a room to find the data points. She got them in minutes, in a language a non-technical manager can read, and could hand them to sales managers with the data right there.
A campaign audit in thirty minutes
A campaign was not working. She asked the system to audit it against current best practice for webinar and investment marketing, show her the winning ads in the category, and show her how to fix it. First it told her why, with very honest feedback on where the spend had gone and where the gaps were. Then it gave her a plan she loved and twenty-five creative concepts. Ten to fifteen minutes for the audit, about thirty for the whole rebuild.
“Without it, that would have taken me two weeks, at least. And that would still be hoping it would work.”
Where to start
Her advice to anyone at management level: write down what you spend the most time on and where the pain is, and work through it. Feed that into an operating system, ask how it would solve each one, and ask what it could report on your current structure. It will show you where the business could be more efficient and where budgets could work harder.
“I don't know how anybody would run without an operating system.”
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GeoNet runs Imperium's AI Operating System. A week of marketing reporting, back in fifteen minutes. The numbers and quotes on this page come from the company's own filmed interview.