A2A: Tactical Analysis and Optimization

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A leading global IT solutions provider was seeing below-industry average response rates for its digital communications (e.g. emails, display banners, search, landing pages, and other online assets). Given the high volume of digital tactics deployed a clear imperative existed to improve results… and more importantly establish a methodical, disciplined system to continue that
optimization on an ongoing basis.

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A2A: Tactical Analysis and Optimization

  1. 1. Global Data & Analytics A2A: Tactical Analysis and Optimization - Global IT Solutions Provider Ogilvy & Mather
  2. 2. Tactical Analysis and Optimization: A2A Global IT Solutions Provider Business Challenge A leading global IT solutions provider was seeing below-industry average response rates for its digital communications (e.g. emails, display banners, search, landing pages, and other online assets). Given the high volume of digital tactics deployed a clear imperative existed to improve results… and more importantly establish a methodical, disciplined system to continue that optimization on an ongoing basis. Solution Ogilvy created a testing and optimization program-- Analysis to Action (A2A)-- which consisted of: - Creation of a results database that complies success and diagnostic metrics from numerous sources— vendors, client, agency, and other partners—and combined them into a single repository. All data were standardized, cleaned, and verified before entry into the database. Different media channels (e.g. search, display, email, webcasts, resource centers, content syndication, etc) were accommodated in the database structure. - Creation of automated reporting tools using the database that accelerated production of meaningful reporting, benchmarks, historical trends and diagnostics. Accuracy in reporting was also increased as hand-built reports were replaced with hard-coded programs. Flexibility was enabled by using modern database querying and manipulation tools. A substantial amount of time was saved and subsequently dedicated to… - Active root cause analysis which resulted in hypotheses to explain the performance gaps from tactic to tactic. Where possible the database was utilized to verify trends, patterns, and improvement ideas. Additionally, better-performing tactics were examined to isolate keys to success. - In market testing using simple A/B techniques was employed to verify the hypotheses proposed in the analysis. Over 50 in-market tests were executed in the first two years of the program. A “Champion/ Challenger” cycle was instituted to deliver continual improvements from quarter to quarter and year over year. Testing was implemented in the areas of: o Email: Subject lines, body copy, graphics, layout, messaging o Display Banners: Animation length and nature, messaging, call to action o Search: Landing Page design, user flow o All Digital Media: Offers, CTA wording and design, creative elements - Compilation of Best Practices based on test results and disseminated to the teams for immediate implementation into tactics Results • Tests revealed numerous fast, easy “quick hits” to implement (e.g. subject line messaging revisions, CTA improvements and formatting changes) that produced immediate results of up to 3x improvement in success metrics • Medium term investments (new images, copy, and landing pages) resulted in up to 5x improvement in success metrics • The value of the optimization program is estimated to be worth $25 Million in validated lead revenue over a year’s period 


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