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January 8, 2010

Datalicious client overview

Below is a short extract of our most recent clients. Please read the more detailed case studies further down if you would like to find out more about how we have helped other companies to increase the return of investment from their data assets.

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Filed under  //   christian bartens   clients   overview  
Posted by Christian Bartens 

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January 7, 2010

Case study: Making Vodafone datalicious using SiteCatalyst, Test&Target and SearchCenter

All right, we've been posting for a while now and hope you like our view of the data world out there but now it's time for a little self-promotion (nevertheless interesting we think). 

Have a look at the below case study outlining the Omniture implementation we did for Vodafone Australia over the past few months (we're rather proud of it) and how it enabled the company to extract some serious ROI from its web analytics platform.

“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 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.

(download)

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Filed under  //   case studies   christian bartens   clients   datalicious   implementation   news   omniture   optimization   roi   search   sem   seo   services   sitecatalyst   test&target   testing   vodafone   web analytics  
Posted by Christian Bartens 

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January 1, 2010

Oye Modern: Effective search strategy backed by powerful analytics

Background on Oye Modern

Oye Modern is a specialist online retailer of unique jewellery, stocking a range of designer pieces from DJ turntable rings with real vinyl, to sterling silver necklaces styled as crisp pencil shavings. Traditionally the site generated the majority of it’s business via online word of mouth from blogs, social media, and other online communities recommending her products. There was also a limited paid search program that was failing to deliver cost effective conversions and needed some love.

http://www.oyemodern.com/

Challenge for Datalicious

With a budget of $5,000, Oye Modern wanted to ramp up sales and visibility to capitalise on the pre-Christmas period. Datalicious was engaged to stretch this limited budget as far as possible, leading us to think outside the box and employing analytics to show return on investment.

The solution

With such a small budget, traditional media channels were ruled out quickly and Datalicious looked at how we can use proven tactics within low and zero cost environments such as organic search, social media and complimentary sites, together with tactics to optimise the website experience and messaging to achieve Oye Modern’s objectives.

Implementation recommendations

Partner with website Daily Addict which has a small but affluent following in Sydney with a good social-demographic match to customers that had previously purchased. The partnership involved Daily Addict producing video editorial featuring jewellery tips from Oye Modern, and was distributed via social media and emails to followers.

Optimisations to the site for organic search by creating additional pages, improving internal linking and simple changes to site copy.
Add several proven conversion optimisations to the website such as free shipping, a gift guide and improved messaging about delivery and returns.

A small paid search campaign in higher converting countries targeting product related keywords. This campaign was designed to generate learnings and continue to run as a profit centre after the Christmas campaign finished.

The Oye Modern team, together with our Datalicious planner Leila Hassan, executed all of the recommendations brilliantly and quickly within budget (excluding labour by their internal team) and put Oye Modern in the best possible position to capitalise on the Christmas gift giving frenzy.

The results

All marketing efforts combined produced a sales increase of over 400% from the normal baseline sales results of which at least 30% could be directly attributed to paid search managed by Datalicious.

Organic search increased 100% with almost twice the volume of visitors compared to the pre-campaign baseline - with many top 3 rankings for product terms, particularly the top selling products and names of designers.

Searches for “oye modern” (branded searches) increased significantly, together with a much higher conversion rate - it was great to see how the other activity produced an uplift in branded search.

The Daily Addict editorial was well received, generating several YouTube honours for being one of the top viewed in it’s category during the campaign, together with positive anecdotal feedback via email and social media comments.

With this campaign behind us now, we look forward to looking at new and interesting ways to continue to increase sales for Oye Modern, and allow Jeni the founder to leave her day job and put all her focus towards selling this wonderful and original jewellery to the world.  

"The SEM campaign that Datalicious put in place significantly increased our sales over the Christmas period and also introduced us to new markets we hadn't actively pursued before. The Datalicious team are smart, fun and an enjoyable bunch of people to work with." Jennie Oye, Director.

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Filed under  //   christian bartens   clients   google analytics   jewelry   oye modern   paid   search   sem   seo   web analytics  
Posted by Christian Bartens 

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August 3, 2009

Aussie: Custom web analytics implementation covering Google Analytics and Atlas ad server tags

Aussie engaged us to review their web analytics set-up including Google Analytics and Atlas ad server tags prior to a major website re-launch.

Key shortcoming of the existing implementation was the lack of conversion goals and actual dollar values, preventing Aussie from measuring return on advertising spend across paid and organic channels.

During the project we used the standard Google Analytics set-up process to configure conversion goals but also introduced new custom page views triggered on-click to track conversion goals on 3rd party forms which traditionally were thought to be outside of Aussie’s control. This solution enabled a full view of the value Aussie’s website and online campaigns were generating for the business.

Using filters and custom segments populated with data from online forms, we were also able to break the so far anonymous website traffic up into visitor segments delivering more granular insights on campaign responses and website usage. Additionally, a new code architecture was implemented, introducing a central JavaScript file that now controls all Google Analytics as well as Atlas ad server tags thereby significantly reducing required code maintenance effort.

“We were seeking a custom, integrated approach for our web-based data tracking and data management needs. From the get-go, the team at Datalicious were insightful, knowledgeable and willing to provide a solution tailored to our needs, not theirs. At every stage of the process Datalicious was willing to work closely with us, not just providing the solution, but also actively allowing us to understand and help develop the solution. Their entire team was very friendly, trustworthy and professional and I would recommend them to anyone with similar needs to ours.” Richard Frey, Web Producer.

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Filed under  //   ad server   atlas   aussie   christian bartens   clients   conversion goals   custom   google   google analytics   implementation   segments   tags   web analytics  
Posted by Christian Bartens 

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January 20, 2008

Paymate: Keyword research to help review paid and organic search programs

Paymate engaged us to conduct keyword research in the online payment category resulting in a set of paid and organic search optimisation instructions. The recommendations lead to the client changing their paid search campaign and revisiting their organic optimisation program. 

http://www.paymate.com/

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Filed under  //   christian bartens   clients   keyword   paymate   research   search   sem   seo  
Posted by Christian Bartens 

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January 20, 2008

Centrebet: Keyword research and search strategy to increase organic rankings

Centrebet’s engaged us to conduct extensive keyword research in the online gambling and sports betting categories and to transform our findings into a set of organic search optimisation instructions. The implementation of our recommendations allowed Centrebet to increase its traffic share from organic search at a time where the company’s paid advertising options were severely limited by legislation.

http://www.centrebet.com/

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Filed under  //   centrebet   christian bartens   clients   keyword   optimisation   organic   research   search   seo   topia porject  
Posted by Christian Bartens 

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January 20, 2008

Tourism NT: Omniture SiteCatalyst to analyse campaign and website performance of tourism portal

Tourism NT engaged us to enhance an existing Omniture SiteCatalyst implementation in connection with a major design refresh of their consumer website. The final solution allowed the client to report on an increased number of website interactions and analyse generated leads at a much granular level thereby helping to drive user interaction and increased media return on investment. 

http://en.travelnt.com/

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Filed under  //   christian bartens   clients   implementation   omniture   review   sitecatalyst   tourism nt   web analytics  
Posted by Christian Bartens 

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January 20, 2008

Tourism Australia: Omniture SiteCatalyst to track performance of global experiences content portal


Tourism Australia engaged us to implement an Omniture SiteCatalyst web analytics solution, designed to analyse usage of their global experiences content portal for the wider travel industry. Insights from the reports were supposed to be used to improve the overall site usability as well as content offered for download.

http://www.tourism.australia.com/

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Filed under  //   clients   implementation   omniture   sitecatalyst   solution design   tourism australia   web analytics  
Posted by Christian Bartens 

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January 20, 2008

Visit Vineyards: Keyword research to develop search strategy and influence content plan

Visit Vineyards engaged us to support them in developing a search strategy across paid and organic search channels leading up to a major website redesign project. The final recommendations were based on detailed keyword research across the wider wine category and influenced Visit Vineyard’s short term organic optimisation as well as long-term website content planning.

http://www.visitvineyards.com/

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Filed under  //   christian bartens   clients   keyword   research   search   sem   seo   strategy   visit vineyards  
Posted by Christian Bartens 

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