Summary of Services
- Tracking
- Attribution
- Data Visualization
Background
Our client had an existing tracking setup left by a previous team. This setup included numerous digital assets like dashboards, GTM (Google Tag Manager) server containers, and GTM web containers. The site was filled with various tracking codes from multiple platforms including Clickcease, CustomerLabs, and Navidium, making it difficult to manage.
Challenges
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1
Complex Tracking Setup
The existing tracking setup was overly complicated and redundant.
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2
Cost Optimization
The client needed to reduce customer acquisition costs (CAC) across various platforms.
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3
Omnichannel Marketing
Coordinating multiple advertising platforms including Google Ads, Facebook Ads (Meta), TikTok Ads, Bing Ads, YouTube Ads, and Vibe television ads.
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4
Revenue Attribution
Accurate attribution of revenue to specific marketing campaigns, which previous solutions like Triple Whale failed to achieve.
Our Solution
- Tracking Optimization:
- Audit and Cleanup: We conducted a thorough audit of the existing tracking setup, identifying and removing redundant tracking codes. This included streamlining the implementation across GTM web and server-side containers.
- Standardization: Standardized the tracking setup to ensure consistent data collection. This involved creating a unified tagging plan and implementing it across all digital assets.
- Enhanced Tracking: Implemented enhanced tracking for critical user actions, ensuring accurate data collection for key events such as clicks, conversions, and page views.
- Cost Reduction:
- Comprehensive Data Integration: Integrated data from multiple sources, including Facebook, Bing, Google Ads, TikTok Ads, and CustomerLabs into BigQuery using Fivetran. This allowed for a comprehensive view of marketing performance and costs.
- Advanced Analysis: Used advanced analytics to identify cost-saving opportunities. By analyzing the integrated data, we identified patterns and trends that helped reduce CAC by $70-$100 per customer.
- Optimization Strategies: Developed and implemented optimization strategies to further reduce costs. This included refining audience targeting, adjusting bidding strategies, and reallocating the budget to high-performing campaigns.
- Omnichannel Marketing Coordination:
- Audience Creation and Management: Created detailed audience segments to ensure consistent messaging across multiple platforms. This included automated audience creation in Google Ads and manual preparation of CSV files for Vibe.
- Synchronized Campaigns: Coordinated campaigns across Google Ads, Facebook Ads (Meta), TikTok Ads, Bing Ads, YouTube Ads, and Vibe television ads. This ensured that the same audience saw the ads multiple times, increasing brand recall and conversion rates.
- Cross-Platform Integration: Integrated data from different platforms to provide a unified view of campaign performance. This allowed for better decision-making and more effective campaign management.
- Revenue Attribution:
- Database Setup and Integration: Established a BigQuery database to consolidate cost data from various advertising platforms. Integrated this data with CustomerLabs to get a holistic view of marketing performance.
- Development of Attribution Model: Developed a weighted attribution algorithm to accurately assign revenue to marketing campaigns. This model took into account various factors such as the number of touchpoints, the order of interactions, and the conversion paths.
- Detailed Reporting: Created detailed reports to provide insights into the performance of each campaign. These reports highlighted the most effective strategies and provided recommendations for future campaigns.
The integration of Conviva’s monitoring and alerting system significantly improved ITV’s streaming services platform. The enhanced visibility into error origins and streaming performance metrics allowed ITV to promptly identify and address issues, leading to:
Results
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1
Increased Transparency
Improved ITV’s ability to understand and resolve errors quickly.
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2
Streamlined Operations
Real-time alert notifications and customizable dashboards optimized error management processes.
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3
Enhanced Viewer Experience
Ensured a seamless viewing experience for ITV’s audience, particularly during high-profile shows like Love Island.
Conclusion
Our efforts resulted in significant improvements in tracking efficiency, cost reduction, and revenue attribution accuracy. The client reported generating over $10 million in revenue through Clickfunnel, with monthly spending reaching up to half a million dollars. By maintaining a robust tracking system and leveraging data for strategic decisions, the client achieved sustained high performance across their omnichannel marketing efforts.
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– 0 % CAC
Reduction in
CAC per Customer
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+ 0 %
Increase in
Marketing Efficiency
Used Technology
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