Case Study

Our collaborative approach helps businesses grow, engage their customers and turn data into powerful insights.

Business Case

A Fortune 50 financial services firm needed to replace its existing digital marketing analytics tools to better track user activity on paid and owned digital properties. The firm aimed for better data quality, reporting capabilities, and extensibility. The client hoped for CapTech to provide a formal recommendation to replace the existing tool with a best in class digital marketing capability without impairing current functionalities or business processes.


CapTech provided a comprehensive assessment of five potential solutions including both vendor and in-house options. CapTech’s solutions assessment identified key evaluation criteria by conducting client meetings, documenting current state functionality, and understanding business needs. The CapTech team used this information to create a scoring methodology to review each of the five solutions. This assessment concluded with the delivery of the following:

  • Quantitative Scorecard – detailed the scoring methodology used to assign solution specific scores across eight key criteria; provided justification for each score that highlighted the solution’s potential business value
  • Qualitative Pro/Con Analysis – applied findings from the comprehensive solutions analysis to the scoring framework and organized each solution’s strengths and weaknesses into a pro/con format
  • Formal Recommendation – recommended a strategy for moving forward with a set of robust digital marketing analytics capabilities to meet business needs 
  • Initial Road map and Implementation Plan – provided guidance on next steps, incorporating in-flight initiatives, to set the organization on a path to successful replacement of its legacy tool
  • Tools and Methodologies

    • Proprietary scoring methodology
    • Iterative SME and vendor interview process
    • Vendor evaluations
    • Google Analytics Premium
    • DoubleClick Campaign Manager
    • DoubleClick for Publishers
    • Infor Interaction Advisor


    • Delivered recommendations that built consensus around digital marketing analytics strategy
    • Created an action plan for senior leaders that provided next steps
    • Recommended strategy that mitigated risks in replacement of the client’s existing digital marketing tool