Now that RYLC has a process-driven architecture in place to allow it to deliver service in a much more efficient manner and tailor rental deals to the customer needs; it is looking to build on the architecture foundations and grow demand through marketing activities. To ensure these are effective and to consider which countries react best to which campaigns, they are looking to build a BAM dashboard to track in real time the responses to a direct digital marketing campaign. They will target offers through Twitter, Facebook-sponsored links, direct e-mails, and a local television campaign. Over the course of a few days, they will consider the most effective lead generation technique and invest more heavily in that.

The aim is to build a set of views that can be used in a dashboard to monitor in real time the effect of the marketing campaign and tailor the campaigns accordingly to raise the profile of RYLC. The views should be directly related to the metrics that are...