Their case: Objective: They wanted a 360-degree digital performance strategy which could go viral and build quality user engagement

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Ophelia Watts
6 years ago
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2 2 Their case: As an established high-end décor brand, Goodearth wanted to promote its online website alongside its existing outlets. As their business grew, Goodearth realized that it would need a broader and deeper understanding of e-commerce customers and online targeting to gain a handful share in the digital market as well as they did in offline market. Goodearth Goodearth, a unit of Eicher Group, is a leading lifestyle and decor brand famous for its luxury hand-crafted collections of high-end products. Objective: They wanted a 360-degree digital performance strategy which could go viral and build quality user engagement They needed a scalable infrastructure to collect, process, store, and visualize data.

3 3 Goals and Challenges Digital Performance

4 GOALS 4 Driving Customer Acquisition DIGITAL GROWTH A good market share in the digital space BRAND AWARENESS Create brand awareness among the high-end product users INSIGHTFUL REPORTING Getting automated reports and custom reports on the go. STRATEGY 360-degree digital strategy which could go a long way in tapping the niche audience.

5 CHALLENGES 5 Who to target? What to optimize? ANALYTICS AUDIENCE STRATEGY KPI s The Data available at the early stages was unorganised and hindered proper visualisation for correct decision making Missing major insights regarding the consumer behavior correlated to purchases Targeting the right audience that will turn into long term users They were facing hard time building the right audience for online advertising and defining the basis for optimisation of audience performance Identifying proper communication strategy for quality new user engagement They were facing difficulties in defining stakeholder objectives that would define their overall strategy and goals What are the right KPI s to look at? How to identify Audience and creative fatigue and what rotation strategy will perform better? What are the reasons current audiences did not perform?

6 6 What we did for them? Online Mediabuying planning, reporting and optimisation

7 7 ANALYTICS DRIVEN APPROACH THIS IS WHERE WE ARE DIFFERENT IDENTIFYING THE CORRECT KPIs OUTLINING THE WIDE PICTURE TACTFUL OPTIMISATION CUSTOM ANALYTICS We did detailed analysis of their past campaigns and related data to single out the causes for them not working We first helped Goodearth explore and document stakeholder objectives. Then, we established data frameworks and key performance indicators (KPIs) to measure both failures and successes clearly. We used Easyinsights, an ET Medialabs In-House Tool, to give the Goodearth team a wide-angle view of their business. Using its powerful analytics feature, we saw that more than 75% transactions were associated with users who had exhibited a particular set of behaviours during their first visit on the website. We started optimizing for engaged users from there. The insights underlined the error in optimising for purchases. As is often the case with high-end goods, most transactions are associated with users who engage highly with the website as the conversion process is longer for such goods. Thus, it was important to optimise not for immediate conversion but to optimise and define the key behavior of an engaged user who d turn into a long term customer. We used Custom Analytics and took advantage of custom dimensions to define different visitor and customer groups by new attributes and compare them against each others Then, we deployed a special grid modelling methodology to map the right audience to right creative. The Custom Data also helped Goodearth find and identify new prospects

8 ANALYTICS DRIVEN APPROACH THIS IS WHERE WE ARE DIFFERENT Analytics Driven Ad Management We

KEYWORD AND AUDIENCE RESEARCH MULTI FUNNEL TESTING LEVERAGING REMARKETING uploading them and

Each campaign had different performance parameters on which decisions were taken.

For Google Search, we built an exhaustive list after carefully collating data and consequently

We analysed Data for each step of the customer funnel to study trends around different groups

8 8 ANALYTICS DRIVEN APPROACH THIS IS WHERE WE ARE DIFFERENT Analytics Driven Ad Management We started doing quality check on each parameter for Ad units and creatives before INTELLIGENT KEYWORD AND AUDIENCE RESEARCH MULTI FUNNEL TESTING LEVERAGING REMARKETING uploading them and making them live. Each campaign had different performance parameters on which decisions were taken. Performance was always monitored for each campaign to help us decide whether to scale or not. For Google Search, we built an exhaustive list after carefully collating data and consequently drawing patterns from search trends and search volumes. We analysed Data for each step of the customer funnel to study trends around different groups to reduce the dropout rates such as cart abandonment rate, etc. We segmented visitors and customers with the most desired qualities into groups to create remarking audiences in Google AdWords and crafted personalized campaigns

9 TOOLS WE USED BACKED BY ANALYTICS Easyinsights API Multi-Variate Tester Your Very Own Control Room To Manage

approach for Digital Marketing It helped us to identify the quality of users, and by measuring entire funnel,

Partners of Google and Facebook APIs Automate Reporting: To deliver reports instantly.

Bulk Upload: To upload Ad creatives in bulk error free.

9 9 TOOLS WE USED BACKED BY ANALYTICS Easyinsights API Multi-Variate Tester Your Very Own Control Room To Manage All Your Lead Marketing Campaigns It helped us garner a wider picture for Goodearth to outline the correct approach for Digital Marketing It helped us to identify the quality of users, and by measuring entire funnel, this tool helped us to identify the exact loophole. Partners of Google and Facebook APIs Automate Reporting: To deliver reports instantly. Monitoring and alerting: To download daily adwords data and fire alerts based on predefined conditions. Bulk Upload: To upload Ad creatives in bulk error free. Allows you to test many changes simultaneously It allows you to test as many as five, ten, or even twenty variations to explore all options and select the winning combination for best results. We helped them find the correct combination of audience, creative, strategy and KPIs.

10 TOOLS WE USED BACKED BY ANALYTICS Funnel Optimiser Gridster Adbytzz Assists in reducing Funnel Drops We started using our tool, Funnel

Cart Abandonment Rate and more. A tool to help you run various P&C of creatives and audiences.

driving the transactions. We run various P&C of creatives and audiences.

10 10 TOOLS WE USED BACKED BY ANALYTICS Funnel Optimiser Gridster Adbytzz Assists in reducing Funnel Drops We started using our tool, Funnel Optimiser to study each step of the user funnel and find key behavioral aspects that were common in those who dropped at a particular step of the funnel. This tool helped us to get numbers for custom defined indicators so that we could bank on these insights to reduce our funnel drops such as Cart Abandonment Rate and more. A tool to help you run various P&C of creatives and audiences. A number of different audiences are tested with multiple creatives and the responses are mapped so as to identify the factors which are driving the transactions. We run various P&C of creatives and audiences. Gridster makes this daunting task quick and helps us move quicker along the process. Creates & uploads personas of most engaged traffic in terms of Display audiences and Keyword clusters AdBytzz helped us to create look-alike audience to build an active database. Rapid A/B testing was done to check each and every aspect of campaign by us. It made bulk uploading of Keyword Clusters and Audiences possible.

11 11 PERFORMANCE WINNING WITH CUSTOMISATION ANALYSI 1 Transactions Lift S More than 95% transactions Optimising for custom KPIs resulted in a 70% lift in transactions 70% were associated with users who had spent more than 4 min on 2 Conversion Performance Correct KPI selection and optimisation led to an increase of 24% in conversions quarter over quarter 24% the website. Such is the case with most high-end luxury goods. This insight helped us to bring 3 Higher Returns New strategy ensured 11% more return on ad spend (ROAS) and improved ROI 11% about a 70% lift in transactions and a 11% gain in overall return on ad spend (ROAS) by optimising for the right KPIs and Custom Analytics.

12 12 ABOUT US WE ARE YOUNG WE EAT, SLEEP AND DRINK DIGITAL WE ARE OBSESSED ET Medialabs is an IIT & IIM alumni venture. And we are crazy about "Digital", offering flawless Digital Advertising, Mobile Strategy, Data & Analytics and Strategy solutions. Learn more at etmedialabs.com Having years of experience to our credit, our team holistically meets diverse needs of our clients. Analytically, technologically & numerically competent, our professionals ensure that cost-effective & long-term solutions are delivered to the clients.

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