Target: Integrated campaign planning and analytics delivering Christmas like results mid year
Challenge
Develop an integrated campaign flow across traditional and digital channels to maximise impact and implement the necessary analytics framework to evaluate campaign performance.
Solution
Development of integrated campaign experience in cooperation with the client’s creative and digital agencies to enable a smooth campaign flow and optimal user experience designed to push social sharing. The early development and integration of the analytics framework into campaign planning process from the very beginning ensured tracking best practice was followed and a maximum amount of data could be collected across all channels. The project also included an in-depth review of the current Google Analytics set-up leading to the implementation of advanced website visitor segmentation capabilities.
Results
Traffic levels on the Target network of sites increased significantly during the integrated campaign, for the first time rivalling historic peaks from previous Christmas periods mid year. The campaign also resulted in a visible increase in retail transactions in the targeted product category and an increase in new CRM program subscribers, delivering and overall positive return on media investment. Thanks to a system of unique vouchers and the availability of advanced segmentation options in Google Analytics, the generated retail revenue could be tied back to the originating media channels and broken down by various segments delivering additional customer insights.
