Red Hat Takes Marketing ROI Measurement To The Extreme

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Case Summary

The most recognized Linux brand in the world, Red Hat is the premier Linux and open source provider. Though Red Hat is a marketing powerhouse, the company has always been faced with a challenge common to many business-to-business marketing organizations—measuring ROI across all marketing channels, all the way to the closed deal, and versus demand generation goals.

Red Hat turned to the Omniture Closed-Loop Marketing Salesforce solution for help and integrated Omniture’s platform with the company’s existing implementation of Salesforce.

Red Hat faced important business challenges, including:

1. Inability to determine the most productive and least productive tactics to the greatest level of detail with confidence and in real-time
2. Inadequate tools to track comprehensive ROI for all marketing programs
3. Difficulty assessing effectiveness of online campaigns versus offline campaigns
4. Laborious process for comparing actual marketing results to goals

Now the standard measurement mechanism across all of Red Hat’s marketing functions, Omniture Closed-Loop Marketing for Salesforce has established a real-time system to measure marketing ROI to the lowest levels of detail and created a process that automates multiple campaign sourcing of opportunities to ensure alignment with sales organization. Red Hat now also has the ability to compare marketing results across both online and offline channels to individual and corporate goals.