The Challenge
The client was active with paid media campaigns where the goal was to modify long-standing, addictive behaviour.
There was no quick fix to measure success i.e. website conversion. Success was measured by longer term changes in education and attitudes.
The current website Tracking and Analytics could not quantify success even with high volumes of visitation to the site.
- There was initial collaboration with stakeholders to design a measurement plan that identified and prioritised different website interactions
- User segmentation was developed recognising website role across both B2C and B2B audiences
- Data was sent to media partners to optimise campaign delivery
- Using Google Tag Manager, implemented the approach, created live dashboards (using GA data) in Google Looker Studio
The Approach
Results
The dashboards provided the client with on-call data to consult & review with Government stakeholders.
The data provided greater visibility on who interacted with the website and how those interactions were valued based on behaviour change outcomes.
The process also improved the remarketing strategy, with tailored messaging and landing pages for different audience segments across consumer and health professional audiences.
Time & Approximate Cost: 1 week & $5,000