Case Studies

We respect our clients privacy with their data analysis so the case studies below do not contant any client identifying information.

Case Study - Marketing Persona Vs Online Data Persona

Through the use of advanced demographic reporting and segmentation, we were able to dissect the online customer for a national FMCG brand to better understand who they are attracting.

Online Persona derivation

Through the use of time delay analysis and demographic groups, we were able to map the online persona for a national FMCG brand to better understand who they were attracting online. This information provided a basis of comparison to their target persona's and helped them to align their strategic objectives with their online audience.

This analysis provided a baseline from which subsequent analysis could be compared and tracked over time.

Using the same analysis as above we helped an online only business understand

Advertising Effectiveness

Using demographic groups, day groupings and session derivatives we helped a brick and mortar company make data informed decisions about the effectiveness of their traditional marketing campaigns.

This provided in depth insight and data driven metrics to determine the effectiveness of their traditional marketing allowing them to make future decisions on publications to advertise in.

Business Metrics

In all companies we deal with we need to create a baseline from which to measure a change in future performance. This baseline uses user segmentation commensurate with the business objectives. Once this baseline is established and tracked over time we can provide a deeper understanding of the true values of common metrics such as bounce rate and conversion rate to measure the performance of the website. We use statistical analysis to provide insight into the amount of variation of these rates. If a large variation is identified, additional external factors can be analysed to determine their influence on the variance.

The businesses we engage in use these metrics to verify their data over time and ensure the business is operating within agreed boundaries. If the metrics start to deviate from these boundaries action can be taken. Using well defined and sanitised metrics based off business requirements ensures the business doesn't react to events caused by noise in the data.

This was particularly important for one client who was using standard analytics reporting to track business performance which was showing large fluctuations. This was causing reactive analysis to be done internally within the business to identify the cause. Through the use of segmentation of their defined business metrics this fluctuation disappeared allowing critical analysis to be done on relevant fluctuations.

Online Pathways

By understanding the contribution of pages to conversion is vital in understanding what pages are effective