What if data could unify a global marketing team?

Challenge: Lenovo’s marketing data was distributed across functions and geographies, impacting its reporting speed.

Solution: Lenovo used Domo to centralize its marketing data, automate reporting, and strengthen governance for data accuracy and privacy.

Impact: Lenovo now has even more real-time insights to better optimize campaigns and inform decision-making.

Lenovo strengthens the centralization of its global marketing insights with Domo.

As a global technology powerhouse, Lenovo has a vision to provide smarter technology for all. To effectively reach its diverse audiences across more than 180 markets, Lenovo uses Domo to bring the company’s marketing data to life.

“What we’ve tried to do as a team is establish a far more data-savvy culture within the organization that puts data at the forefront of decision-making,” said Tom Heritage, corporate marketing, data insights & analytics manager at Lenovo. “One of the main reasons we use Domo as our data platform is the ease of demonstrating value at all levels across the global organization, from frontline workers to senior executives.”

Breaking down global data silos

Before Domo, the process of data collection was more time- and labor-intensive. Each marketing channel had its own data environment, which made it challenging to efficiently consolidate and analyze results at scale.

By utilizing Domo’s vast connectivity and automation capabilities, Lenovo has been able to bolster its automated data collection globally, saving time, improving consistency and reliability, and delivering a clearer single source of truth to stakeholders with real-time visibility into global marketing performance.

Lenovo set out to improve its marketing efficiency by making its marketing data more actionable. “Domo made data a lot more accessible to a lot more users throughout the company that previously wouldn’t have had access,” said Sarah Collins, marketing analyst at Lenovo. “Being able to provide transparency and accuracy was really crucial for us in becoming a more data-driven organization.”

Lenovo also chose Domo for its ability to provide personalized data permissions. “We had to make sure that the only people who access the data are the people who are allowed. If we didn’t have that capability, we wouldn’t have been able to integrate some of the data that we wanted to use,” Collins said.

In addition to ensuring data privacy, the customization capabilities within Domo allow Lenovo to make the most out of all its data. “We’re able to custom create cards through various JavaScript libraries to even full-functioning web applications with Pro-code Editor. The ability to automate with Workflows and Code Engine functions has made our lives a lot easier,” said Justin Walsh, global marketing data science manager at Lenovo. “Things that would normally take us a week now, through custom coding, take us less than five seconds.”

Beyond efficiency gains, Domo has elevated how Lenovo’s marketing team presents insights. “It’s extremely rewarding for us as a team to see all of that hard work come to life and our visualizations and dashboards being used in an executive scenario where decisions are being made live around marketing investment.”

With a stronger data foundation in place, Lenovo is now looking ahead to how it can further leverage AI in its data-driven transformation. “AI is a key technology for us, and it was important for us to choose a partner that shares our vision for how AI can transform data, insights, and analytics,” Tom Heritage said. “Domo features like AI Chat and AI Agents can really support us in that area.”

“There are a lot of ways we can use AI within Domo,” Sarah Collins said. “We’ll be able to substitute more manual work with AI, while AI makes it easier for users to interpret and analyze data. Putting that power in the hands of our users will be really critical for us.”

With Domo integrated into its marketing operations, Lenovo has established a new standard for data-driven decision-making while being better prepared to leverage AI moving forward.

“Domo is considered a single source of truth for Lenovo global marketing,” Walsh said. “There are things that traditionally we were never able to do, but now we’ve been able to overcome those hurdles and actually give our stakeholders not just what we think they need, but what they’re asking for.”