E*Trade: Omniture SiteCatalyst implementation review including media attribution and optimisation

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Challenge

To quantify the impact of offline and online media spend on new customer acquisition, along with the construction of a reporting and analytics framework to continually optimise media budget allocation using a better understanding of customer vs. non-customer navigational paths. 

Solution

Major review and upgrade of the existing Omniture SiteCatalyst deployment to build a data collection foundation that could properly address the core business KPIs. A controlled display exposure test was used to quantify the incremental conversion uplift from online display advertising and to determine the real media cost per acquisition. In addition, a website entry survey was used to further analyse the impact of existing brand equity and offline media activity on online channels, specifically navigational search and direct to site visits. It was particularly important to look at the differences between customers and non-customers.

Results

E*Trade now has the ability to report on and de-duplicate conversions across all paid and non-paid media channels as well as to clearly differentiate between customers and non-customers. The marketing team can now not only optimise the company's media mix for maximum acquisition efficiency but also use the data to develop a smoother customer experience and media attribution model. The developed reporting and analytics framework provides the client with the ability to analyse a range of core KPI's on an ongoing basis, putting the business in an excellent strategic position moving forward.

Testimonials

"E*Trade Australia was originally looking for a provider who could help us optimise our media spend and Datalicious brought with them best practice analytics to demonstrate the true value of our marketing dollars. Since then, they have become a critical business partner in their support of our Omniture analytics implementation. They've provided great insights which have driven key business decisions." Trang Young, Senior Internet Marketing Manager, E*Trade Australia

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360 Adobe Omniture services from implementation consulting to fully outsourced platform management

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Are you thinking about implementing one of the below Omniture Online Marketing Suite products or would you like an independent view on how to get more value from your current implementation? Is your company beyond passive web analytics and ready to implement a bid management, testing or merchandising platform? 

Then email us at insights@datalicious.com, we have significant experience in implementing and managing all parts of the Omniture Online Marketing Suite of products and would love to support your company in taking the next step in online business optimisation.

Read our case study: making Vodafone Australia datalicious, which ranks our implementation of the Omniture platform among the top 10 globally, if you're still hesitant about involving an independent 3rd party or are not quite sure about what kind of service to expect from Datalicious.

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You might also be interested in our recent announcement of becoming the exclusive Atomic Labs Pion reseller for Australia, if web analytics tag maintenance or the increasing amount of mobile traffic from smart phones are a problem for your company. Pion is a new server based data collection method that allows you to populate your Omniture reports without ever having to touch your page code again. As Pion doesn't rely on JavaScript it also tracks all forms of mobile devices with or without JavaScript support out of the box. 

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Simplot: Omniture SiteCatalyst delivering advanced user preference insights from new recipe website

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Challenge

Implement, maintain and manage an advanced web analytics platform to optimise media designed to driving website subscriptions and generate additional customer preference insights.

Solution

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.

Results
 
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. 
 

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Tourism Western Australia: Omniture SiteCatalyst and Traction integration for smarter email targeting

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Challenge

Implement, maintain and manage a combined email-marketing and web analytics platform designed to enhance visitor profiling and thus increase content relevance and user interaction.

Solution
 
Design, implementation and ongoing management of an integrated Traction email and Omniture web analytics platform. The final solution enabled Tourism WA to identify and profile individual travellers based on their campaign and website behaviour and allowed us to segment website visitors according to their specific destination interests as well as types of holiday packages.
 
Results

Using interest based customer segmentation with smart targeting and trigger based email campaigns we were able to increase email open and response rates by almost 100% compared to the travel industry average. Combining user profiles with website behavioural data generated valuable additional insights that will be influencing the planning and execution of future campaigns.
 

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Datalicious now implementation partner for Aprimo's new multi-channel CRM MarketingStudio

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Datalicious is proud to announce that we have been selected as the Australian implementation partner for Aprimo's new SaaS solution MarketingStudio.

Unlike other CRM solutions that manage only narrow elements of online marketing campaigns, Aprimo Marketing Studio allows you to manage all of your customer data and touch points in one central platform. Web analytics and online forms capture customer behaviour, drag and drop segmentation generates highly targeted lists and automated outbound campaigns across various channels increase customer interaction and conversion. From blogs and landing pages over email and direct mail to SMS and outbound calls, MarketingStudio brings it all together.

Successful digital marketing depends on three factors: a robust analytics platforms, experienced resources to turn raw data into actionable insights and smart technologies that help manage today's multi-channel environment. The partnership between Aprimo and Datalicious solves this challenge for customers throughout the APAC region. 

Please email us at insights@datalicious.com if you want to find out how Datalicious's hands-on experience in data driven marketing can help you leverage the power and intelligence of the Aprimo MarketingStudio platform to optimize your digital programs.

http://www.aprimo.com/marketingstudio/

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