etrade omniture media optimisation reporting

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Challenge

To quantify the impact of offline and online media spend on new customer acquisition, along with the construction of a reporting and analytics framework to continually optimise media budget allocation using a better understanding of customer vs. non-customer navigational paths.*

Solution

Major review and upgrade of the existing Omniture SiteCatalyst deployment to build a data collection foundation that could properly address the core business KPIs. A controlled display exposure test was used to quantify the incremental conversion uplift from online display advertising and to determine the real media cost per acquisition. In addition, a website entry survey was used to further analyse the impact of existing brand equity and offline media activity on online channels, specifically navigational search and direct to site visits. It was particularly important to look at the differences between customers and non-customers.

Results

E*Trade now has the ability to report on and de-duplicate conversions across all paid and non-paid media channels as well as to clearly differentiate between customers and non-customers. The marketing team can now not only optimise the*company's*media mix for maximum acquisition efficiency but also use the data to develop a smoother customer experience and media attribution model. The developed reporting and analytics framework provides the client with the ability to analyse a range of core KPI's on an ongoing basis, putting the business in an excellent strategic position moving forward.

Testimonials

"E*Trade Australia was originally looking for a provider who could help us optimise our media spend and Datalicious brought with them best practice analytics to demonstrate the true value of our marketing dollars. Since then, they have become a critical business partner in their support of our Omniture analytics implementation. They've provided great insights which have driven key business decisions."*Trang Young, Senior Internet Marketing Manager, E*Trade Australia
http://www.etrade.com.au/


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