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Data governance is no longer an operational detail, it is a strategic growth driver. Qualcomm’s journey with Accutics shows how standardization, clean inputs, and trusted data can accelerate execution, enable AI, and deliver measurable business results.en expenses, risks, and long-term trade-offs of going custom when better solutions already exist.
Marketing leaders today face a dual challenge: driving growth while managing increasingly complex data environments. Our Lead with Insights survey revealed a striking consensus—most senior marketers agree that without a robust data governance strategy, companies risk losing market share and falling behind the competition.
Accutics customers prove the point. Between 2018 and 2023, they achieved revenue growth 155.5% faster than their respective industries, spanning sectors as diverse as shipping, retail, insurance, electronics, banking, and pharmaceuticals. These results underline a simple truth: governance is no longer a “nice to have,” it’s a strategic advantage.
To see this in practice, we turn to Qualcomm. Their journey shows how data governance, supported by Accutics, transformed marketing operations, enabled AI adoption, and delivered measurable business impact.
Qualcomm’s success did not come from a single initiative. It was the result of aligning technology, people, and process around a shared data language. This framework ensured consistency at scale and created an environment where innovation could thrive.
Before Accutics, Qualcomm’s marketing data operations resembled what many enterprises still face today: Excel spreadsheets, manual campaign tracking, and a “wild west” of inconsistent metadata. These outdated methods slowed down execution, introduced errors, and undermined trust in reporting.
To change this, Qualcomm focused on three goals:
With Accutics, results were immediate. Campaign tracking was accelerated by 93.3%. Tasks that previously took 30 minutes were reduced to just 2–3 minutes.
Nael Cassier, Senior Manager of Digital Marketing, recalls:
“Before Accutics, it took 30 minutes to send a CMP ID from end to end. Now, it takes only 2–3 minutes. That reduction freed up valuable resources and allowed us to focus on higher-value activities.”
This time savings not only improved efficiency but also strengthened confidence in the data driving strategic decisions.
Technology only succeeds when people adopt it. Qualcomm prioritized making data accessible to every team member and partner agency.
Accutics’ user-friendly interface and minimal training requirements played a critical role. As a result, adoption was seamless, both internal teams and agencies quickly embraced the platform.
Nael explains:
“At Qualcomm, we own our data and the media agencies we partner with use the same tools as we do. Agencies realized quickly that they could just log in, create bulk CMP IDs, and work with templates. It made adoption extremely simple.”
The cultural shift went beyond adoption. Qualcomm’s marketing team became a center of excellence within the organization. By setting high standards for governance and sharing best practices, they inspired other functions to follow suit.
Brandon Ratliff, Director Martech, highlights the long-term significance:
“AI is just part of Qualcomm’s DNA. AI is only as good as the data you put into it, so we’re focused on improving the quality of the data because that underpins everything we do. The quality of our data has improved significantly in the years we’ve had Accutics.”
Process was the final pillar of Qualcomm’s transformation. Manual spreadsheets had once created silos, duplication, and errors. Accutics replaced these inefficiencies with a single web-based platform that scaled governance across markets, regions, and agencies.
Key outcomes included:
As Nael summarizes:
“The real benefit for us, aside from money savings and efficiencies, is data cleanliness, data hygiene, data quality. Because Accutics is a web-based tool, it allows for governance at scale.”
Even features like branded QR codes, available in Accutics Standardize, enhanced adoption. Brandon notes:
“Those are like hotcakes. People love branded QR codes. Whether it’s for conferences or presentations, they’re simple and effective—and they reinforce our brand.”
Qualcomm’s transformation through Accutics delivered more than operational wins. It built a foundation for competitive advantage:
The partnership with Accutics was central to this success. Brandon concludes:
“With other vendors you don’t see the same level of customer support, or customer delight, if you will. We feel our vendors are listening to us, and we just love that about Accutics.”
Qualcomm’s story illustrates why data governance must be treated as a strategic imperative. Standardization is not about rigid rules, it’s about enabling scale, trust, and innovation.
Accutics gave Qualcomm the tools to simplify campaign tracking, improve data quality, and empower teams. In turn, they gained the confidence to invest in AI, optimize spend, and lead with insights.
For marketers facing the complexity of today’s digital ecosystem, the lesson is clear: governance is not an afterthought. It is the foundation of growth.
It is the process of creating and enforcing consistent standards for campaign tracking, naming, and taxonomy across teams, agencies, and platforms.
It ensures data quality, reduces errors, and builds trust in analytics, enabling faster execution and more confident decision-making.
They reduced manual campaign tracking time by over 90%, improved data hygiene, and created a scalable foundation for AI and analytics.
AI requires clean, structured input. Governance ensures consistency in metadata, which is essential for training models and generating accurate insights.
Start with standardized naming conventions and taxonomies. Use tools like Accutics to automate enforcement and scale governance across teams and markets.