Transforming Fragmented Data into Actionable Insights for Marketing Success for a leading global consumer brand
Transforming Fragmented Data into Actionable Insights for Marketing Success for a leading global consumer brand
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Services
Full Funnel Analytics
Industry
Consumer Goods
Result 1
70%
Reduction in Bounce Rate
Result 2
200%+
Reduction in CPA
Project Overview
The client is a leading global consumer goods company, specializing in health, hygiene, and nutrition products. With a presence in over 60 countries, they offer a broad range of household products that are trusted worldwide.
Project Execution
Challenges
The client faced significant data management and analysis challenges:
- Data Fragmentation: The company was collecting data from multiple sources, including ad platforms, their website, and CRM systems. Consolidating this into a single, comprehensive dashboard was difficult, hindering their ability to get a holistic view of their marketing efforts.
- Analytical Complexity: Analyzing data across various marketing channels and sales funnel stages was complex and time-consuming, creating inefficiencies in campaign optimization and lead tracking.
Objectives
The primary objectives were to:
- Consolidate fragmented data into a unified platform for better marketing insights.
- Improve user engagement on the website by enhancing user experience and analytics tracking.
- Reduce overall cost per acquisition (CPA) by addressing inefficiencies in data management and targeting.
Approach
To address the client’s challenges, Target Edge implemented a comprehensive strategy, focusing on data consolidation, user experience enhancement, and development efforts:
1. Custom Data Layers
- Google Tag Manager Integration: Implemented custom data layers using Google Tag Manager to enhance tracking and improve data analytics capabilities across various platforms.
- Comprehensive Data Consolidation: Integrated data from multiple sources, including ad platforms and CRM systems, into a single dashboard to provide a holistic view of marketing performance.
2. User Experience Enhancement
- Heatmap & Session Recordings: Monitored user behavior through heatmaps and session recordings to identify friction points and improve website engagement.
- Improved Engagement Tracking: Enhanced tracking capabilities to better understand user interactions, leading to actionable insights for optimizing the customer journey.
3. Development Efforts
- Custom APIs and Automation: Developed custom APIs and real-time dashboards to automate data tracking and consolidate insights from all platforms.
Workflow Automation: Implemented HubSpot workflow automations to streamline the marketing funnel, improving efficiency and data tracking across campaigns.
Project Results
The data consolidation and optimization efforts resulted in significant improvements:
- 70% Reduction in Bounce Rates: Improved user experience and engagement tracking led to a reduction in bounce rates by over 70%, along with a 45% increase in average session duration.
- 200%+ Reduction in CPA: Addressing data leaks and inefficiencies through consolidated data insights reduced the client’s cost per acquisition (CPA) by over 200%.
Conclusion
By streamlining data management, enhancing user experience, and developing automated workflows, Target Edge successfully transformed the client’s marketing strategy. The results included a significant reduction in bounce rates, increased user engagement, and a marked improvement in marketing efficiency, positioning the client for continued growth in the competitive global consumer goods market.
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