Case study: Making Vodafone datalicious using SiteCatalyst, Test&Target and SearchCenter
Challenge
Implement, maintain and manage an end-to-end analytics and online optimisation platform designed to increase media effectiveness and website conversion as well as overall user experience.
Solution
Design, implementation and ongoing management of advanced Omniture analytics and online optimisation platform across all Vodafone website properties in general and the online store in particular. The final solution combined data from various different sources, measuring performance across multiple channels above and below the line as well as visitor behaviour down to an individual customer level, both online and through call centres. By combining data sets and technologies that were separate up until then, Datalicious was able to generate additional insights, eliminate inefficiencies and execute highly targeted campaigns which were previously impossible.
Results
Advanced analytics and multi-channel media attribution enabled us to deliver a 400% return on investment on paid search in the highly competitive Telco market and establish organic search as a profitable cost centre. Identification of existing customers allowed us to save 30% of the annual display-advertising budget dedicated to acquisition messaging, which was essentially being wasted on already existing customers and re-purpose it for brand and self-service messaging. The addition of targeting parameters and coordination of on and off page re-targeting campaigns increased response rates by 25% on average. The planning and execution of an online testing strategy increased the visit to sale conversion rate by 5%. All of the above measures combined delivered an approximate return on investment on advanced analytics of over 600%.
Testimonials
“I’ve been working with SiteCatalyst for over six years, 3 years as a customer and 3 years as an employee, consulting to some of our largest customers around the world. The current Vodafone implementation of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 [globally] from my perspective. It is an amazing foundation for taking action on the data and improving online return on investment.” Adam Greco, Team Lead Business Consulting at Omniture.
“The Datalicious guys are great to work along side and to have on your team. They have a 'no stone unturned' approach to finding solutions to challenges that come up and were at ease working with different providers. Their knowledge and passion for web analytics and best of breed web optimisation was second to none. The advise on best practice use of the Omniture suite and how to make it work for me personally and Vodafone as a whole made the learning and training of others easy. I would thoroughly recommend Datalicious to anyone and they will be my first point of call.” Steve Brown, Senior Business Analyst, Vodafone
