Business Problem:
The client’s website witnessed a 3x increase in online traffic at the beginning of the lockdown due to the pandemic (March 24th, 2020). They wanted to use this opportunity to better provide products and services to their target audience by understanding online traffic.
Main Objectives:
Capture customer journey and drop off to better design website and landing pages for campaigns
Demographic analysis of traffic to better push marketing campaigns
Impact Created:
Promotions optimized (higher and improved ROI) post demographic and product/services analysis for a historic period of 8-10 years
Reports and dashboards are scheduled periodically to make data consumption easy, error-free, and regular across the marketing and other teams
Marketing initiatives streamlined (higher margins) by data-driven strategies and newer avenues successfully introduced (email campaigns, newsletters, etc. added to existing promotions via Social Media platforms)
Event tagging was completely redone and the naming convention was corrected throughout the website to better capture and analyze data, customer journey, and visitor engagement on the site
Maintained traffic increased through targeted promotion effectively increasing traffic to the site 2 times (brand stickiness) their original visitor traffic
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