CUSTOMER USE CASE
CPI Unified Its Marketing Data and Delivered Decision-Ready Dashboards in Just Weeks
About CPI
Crane Payment Innovations (CPI) is a global leader in automated payment solutions, supporting cash handling across kiosks, vending, gaming, and retail environments in more than 70 countries.
Operating at global scale, CPI’s marketing teams manage multiple channels, markets, and campaigns, generating large volumes of performance data across web, CRM, and marketing platforms.
Having a clear, reliable view of marketing impact is critical to guide strategy, allocate budgets, and align marketing efforts with business objectives.
Their Objective
CPI’s marketing and leadership teams needed both a strategic and operational view of performance, across markets and campaigns. However, data was fragmented across disconnected tools, making alignment difficult and slowing decision-making.
Marketing data lived in platforms such as Google Analytics, Salesforce, Drupal, and other specialized tools, each providing its own reports but no unified view. KPIs had to be reconciled manually—often in Excel—making it hard to trust numbers and nearly impossible to scale reporting globally.
CPI needed to centralize marketing data quickly, without launching a long, IT-heavy BI project.
The goal was clear: give marketing and leadership instant access to the same unified, reliable KPIs—without increasing IT dependency.
What was getting in the way:
- Siloed marketing data creating blind spots:
Each platform reported independently, preventing a consolidated performance view. - Manual reporting and Excel dependency slowing insights:
Exports, spreadsheets, and back-and-forth made insights outdated by the time they were shared. - Misaligned KPIs across teams:
Leadership focused on high-level KPIs, while marketing tracked operational metrics—without a reliable way to connect them.
“We didn’t want to wait six months for a dashboard with ten metrics. Our marketing team needed a solution up and running in just a few weeks.”
Their Approach
With ClicData, CPI centralized all its key marketing data sources into a single platform, creating a reliable foundation for automated, scalable reporting.
- Centralized, standardized marketing data
CPI unified data from Google Analytics, Salesforce, Drupal, and other platforms.
All data is now standardized and automated, giving teams clear visibility into leads and conversions by campaign and market. - Self-service dashboards for marketing and leadership
Marketing teams build and adapt dashboards using templates, while leadership accesses real-time KPIs whenever needed.
Static presentations were replaced by dynamic dashboards that are always up to date and easy to share. - Fast deployment without heavy IT involvement
What typically requires six to twelve months and heavy IT involvement was delivered in under a month by a single person.
From project kickoff to decision-ready dashboards in just three weeks, thanks to instant connectivity to data sources, drag-and-drop data preparation, and intuitive dashboard design. - A single, reliable source of truth
Marketing and leadership now rely on the same KPIs, updated in real time and trusted across the organization—without ongoing reliance on IT.
“For the first time, everyone, from marketing to leadership, had access to the same numbers, live and in one place.”
