• We started by designing the dashboard for the marketing analytics application.
  • We then built a custom web application that connected with several third-party systems using SOAP, REST, JSON, and other tools to query data from FedEx’s many campaigns setup by SRI.
  • The application authenticated against and queried data from several third party marketing automation tools such as Silverpop and Marketo, and CRMs such as Sugar CRM.
  • The application then rendered the data such as total spend, leads generated, deals closed, revenue to spend ratio and other such metrics visually using the appropriate graphical representation, namely charts/graphs built using Chart.js, a robust, reliable, and Open Source library.

To be able to extract meaningful metrics from the marketing applications and display on the dashboard, we had to review the documentation and understand the integration end points of at least a dozen different systems. Since some of these systems didn’t have well-defined and in some cases missing documentation, our team had to run numerous trials to be able to understand vital information that pertained to retrieving useful and valuable campaign metrics.


  • SRI could now present aggregated data from 50 different marketing platforms in one cohesive marketing dashboard.
  • The new dashboard enabled FedEx to ascertain that more than 10 marketing campaigns were not yielding meaningful results which then meant reinvestment of those marketing dollars on those that did work
  • FedEx was able to save more than 30% off its marketing budget, which for a company at that size equates to several hundreds of thousands of dollars.
  • This solution allowed the management team to generate quarterly, semi-annual, and annual projections with revenue, advertising investment effectiveness, and impact on employee and community