Design, implementation and ongoing management of Omniture web analytics platform across Simplot’s set of brand and recipe websites. The final solution enabled Simplot to enrich and verify their user profiles with website behavioural data, feeding into other research projects including the development of more accurate customer segments.

 

Insights generated online are used by Simplot’s test kitchen team on an ongoing basis to further their understanding of the target market and actively shape the company’s product development strategy. Web analytics data has not only helped to improve the company’s search marketing performance leading to a significant increase in its recipe subscribers but also to analyse user preferences regarding recipes and ingredients as well as brands by customer segment.