O V E R V I E W :
An advertising agency responsible for managing a professional baking equipment client’s digital marketing efforts wants more and better insight into the results of their PPC, Social Media, and other marketing efforts to increase product sales.
C H A L L E N G E :
To capture data across channels and to tease out actionable insights that could be acted upon to measurably and predictably increase sales.
S O L U T I O N :
2.0heads began by interviewing the advertising agency to understand their client’s business, enabling us to ask the right business questions of the data. With the singular goal of increasing the sale of professional baking pans, (focus on outcomes) 2.0heads first established the tools to measure the ROI of the current marketing dollars and second on identifying and measuring behavior that was highly correlated with increased sales.
From a functional standpoint, the following actions were taken:
- Integrating both Bing/Yahoo and Google Adwords campaigns into Google Analytics to allow their comparison against other marketing channels
- Designing a campaign tracking taxonomy that would integrate the measurement and comparison of both digital and analog marketing efforts within Google Analytics
- Defining and deploying appropriate Event and Custom variables to effectively measure prospect and customer behavior that was highly correlated with increased sales
- Designing custom reports that offer clear, relevant interpretation of the data and its connection to increases in revenue.
R E S U L T S :
Based on the Google Analytics expertise level of both the Advertising Agency and their client, 2.0heads delivered 5 customized reports that allow for the contextual, consistent flow of responses to the following questions:
- Who are my best clients?
- What characteristics and behaviors do the best clients share?
- What is currently my most effective way to attract these high value clients?
- What new marketing method might I try to attract more high-value clients?
- How do I encourage average customers to become high-value clients?
Armed with answers, the advertising agency is now empowered to engage in well-designed, measured marketing tests that will lead to a scalable, replicable, order of magnitude increase in sales.
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