The client partnered with eClerx to optimize its marketing spend across international markets. Introducing a unified data and measurement framework built on Databricks, eClerx was able to increase their organizations ROI by ~15% while also ensuring a 90% and greater accuracy of marketing tracking.

Headquartered in the United States, this leading global food delivery platform offers online food ordering and delivery services to customers. Their brand is the one of the top food delivery platforms in the world, with close to 100 million users taking advantage of their services.

As the food delivery sector continues to evolve, their organization has looked to bring its services to additional countries across the globe, targeting their interests and needs with specialized marketing.

The challenge

In rapidly growing industries like the food delivery sector, expansion into new areas is a must to stay competitive and bring in additional revenue. However, scaling business operations, especially in departments like marketing, can be tricky if not carefully managed.

For our client, their recent expansion into over 40 new markets led to increased marketing spend that eventually became inefficient for their organization. With each new market relying on siloed data and models, it became difficult for their leaders to accurately assess ROI and compare performance at a global level. This fragmented data and non-standardized KPIs limited visibility into campaign effectiveness and hindered the organization’s strategic decision-making. Over time, this resulted in inefficient budget allocation for marketing efforts and an overreliance on discounts, limiting the profitability of this expansion.

In an effort to combat this overspending, the client sought an experienced partner that could centralize and automate the analysis of their marketing data to optimize the amount spent across each of these new regions.

Data siloes:

• Number of new markets resulted in siloed and fragmented data across the organization
• Over time not only made ROI attribution less reliable, but also led to inconsistent reporting and unreliable insights

Unoptimized marketing spend

• Entering new markets required rapid expansion and scaling of marketing efforts
• Resulted in inefficient budget allocation and overuse of discounts

Our strategy

Following internal recommendations, the client decided to partner with eClerx due to its experience in marketing optimization and automation technology.

After an initial discovery phase of the client’s existing marketing approach, eClerx’s Digital Marketing Services designed and implemented a scalable, AI-driven framework built on Databricks, Github and Amazon Web Services to unify the client’s data, improve attribution accuracy, and optimize marketing investments globally.

From there, eClerx’s Digital Marketing Services deployed machine learning–based simulations within a robust MLOps framework to address inefficiencies in the client’s spend allocation. These models worked to dynamically optimize budget distribution, reduce the team’s overreliance on offering discounts to users, and enable scenario planning at both global and regional levels.

Finally, a centralized MLOps governance layer was introduced, incorporating model versioning, automated retraining, and continuous monitoring, ensuring sustained accuracy, compliance, and adaptability of models across the client’s diverse markets.

The results

Through this phased and collaborative approach, eClerx was able to successfully transform the client’s marketing operations, giving them access to enhanced visibility, improved efficiency, and the scalability needed to support their continued global growth.

The results included:

• ~15% increase in ROI
• ~20% reduction in incentive spends
• >90% average accuracy across all 40+ markets

Impressed with the cost and insight gains provided by this strategy, the client continued their relationship with eClerx to further optimize their marketing spend and Databricks investments in the coming years, while also expressing interest in the company’s Agentic and Generative AI technology.

As an official Databricks partner , eClerx helps our clients simplify complex data ecosystems, accelerate analytics, and unlock AI-driven insights through unified, scalable data platforms. Contact us today and see how we can help you make the most of your Databricks investment.

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