Caterpillar second business unit
Same enterprise. A different measurement story.
Situation
A separate Caterpillar business unit needed campaign management for a remanufactured products line. The reporting needed to distinguish direct product sales from broader campaign influence.
What I did
I owned campaign strategy and management, using goals and KPIs to evaluate paid and owned trends. Our team’s analyst built the Tableau dashboard. I kept direct product sales and campaign-influenced sales distinct when explaining performance.
Tools
- Tableau reporting
- Paid & owned media
- Attribution analysis
Result
The January–December 2024 report recorded $2.06M in direct product sales, $16.65M in total campaign-influenced sales, and 2.56 media ROI. Delivery included 224.35M impressions, 6.33M clicks, and 281,875 sessions.
$2.06Mdirect product sales
$16.65Mtotal campaign-influenced sales
2.56media ROI
Separate 2024 campaign; direct and influenced sales overlap and reflect observed, consented activity.