Data storage company Seagate enlisted the help of Ensighten for a tag management system to improve campaign attribution, view-through tracking and campaign ROI measurement. Ensighten discuss the work
Challenge
Seagate wanted a tag management system that could not only deliver on the operational aspects of implementing and deploying tags but also deliver value on specific business use cases.
View-through tracking
In addition to visitors who navigated their website, Seagate.com had a lot of view-through visitors—ie visitors who came to their website but didn’t click on anything. Marketers at Seagate wanted to measure the influence of marketing campaigns on these view-through visitors. But they had little visibility into the process, as they tracked and retargeted customers primarily through display clicks.
Campaign ROI measurement
Seagate’s marketing ROI was isolated to their online sales. With multiple points of sale—online and offline—Seagate’s channel intelligence had limited visibility into the number of products sold outside of Seagate.com. Hence the marketers needed a more effective way of tying together marketing spend with the overall units sold across channels.
Campaign attribution
Traditionally, campaign attribution was based on a visitor’s last point of entry. Seagate did not have visibility into the visitors coming via multiple touch-points, or campaigns, and converting immediately or after several days.
Solution
Seagate, in combination with eClerx, used Ensighten as their tag management vendor.
With their streamlined tagging process, Ensighten was able to provide the following:
– Improved data quality
– Better ROI and decision making
– Immediate measurement of campaigns
– Reduced time-to-launch for marketing campaigns (from weeks to hours)
Results
With Ensighten Manage, Seagate was able to target known users through view-through campaigns by correlating view-through traffic with web behaviour, thus allowing a view-through activity to be linked to a success event like a purchase or a click. They used the information gleaned through the Manage implementation to intelligently place display advertisements in order to retarget these customers on various display networks, and create cross-selling and upselling opportunities. As a result, Seagate not only boosted customer conversions but were also able to tie these conversions to other marketing campaigns, with improved visibility into the customer conversion path into which they had no visibility earlier.
Using Ensighten Manage, Seagate were able to track their customers across multiple touch-points and tie the product registrations on their website to these customers.
Ensighten’s Manage also helped Seagate calculate the customer’s latency period (between purchase and registration), enabling Seagate to be more intelligent in their messaging across various mediums. As a result, Seagate has a more streamlined process for tracking marketing campaigns.
Additionally, with Ensighten Manage as a centralised platform, it was very easy for Seagate to troubleshoot potential issues like missing tags or inconstancies of tags across regions, and immediately fix them. Before, they were forced to wait for an indefinite period for IT to fix such issues.