Learn how BRIDGEi2i helped a customer technology company optimize digital marketing spend through customer analytics

The client is a US based, leading Fortune 50 global Information Technology company that develops andsells hardware such as personal computers, printers etc via brick & mortar as well as online channels. The client generates more than $50 billion in revenue annually and employs more than 50,000 people. The client wanted to analyze customer’s purchase behavior and use this information to optimize digital marketing spend.

About the Client

Goals

To optimize digital marketing spend for one of their marketing channels namely, digital banner based on customer’s propensity to respond.

We performed website traffic profiling exercise and analysis at various stages in order to understand the digital banner effectiveness.

Approach

1. Funnel analysisWe compared Overall traffic’s behavior with the behavior of traffic that was exposed to digital banners (banner traffic). Through this analysis, we measured the dropout and conversion rates at different stages.

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Case Study

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Funnel analysis

Source Profiling

Path analysis

Time spent analysis

Purchase behaviour analysis

Banner/Device attributes analysis

2. Source ProfilingSource Profiling was done to compare the overall visitors Vs customers who viewed digital banners. We have identified and analyzed the key attributes such as referrer domains, browsers, operating system and devices/platforms which differentiated the customers against the visitors.

3. Path AnalysisIn this stage, we studied the difference in the journey for banner traffic as against overall traffic. We have compared overall visitors, purchasers and banner traffic’s browsing pattern in terms of pages viewed and clicked

4. Time spent AnalysisThis analysis, helped us to identify the better-engaged traffic and do a deep dive analysis on

• How much time on an average was spent per session by the overall visitors Vs digital banner visitors• Whether the visitors that were coming through banner traffic bought mostly the products that they were shown in the banner ads

5. Purchase behavior Analysis This helped us investigate

• How well banner of a particular product performed in order to lead to a conversion• How many times a visitor was exposed to a banner before conversion • Which time of the year conversions occurred for banner traffic vis-à-vis overall traffic

6. Banner/Device Attributes Analysis We studied the banner and device related attributes such as height, width, placement, resolution to comprehend how it was impacting conversion for those who were exposed to different types of banners.

Information

• Clickstream data for 15 months for the profiling analysis• Clickstream data along with customer transaction data for browsing pattern and customer buying behavior analysis

Insights

Impact

• Browsing pattern of traffic coming from banner is significantly different from generic traffic.• Browsing pattern differed based on interest of traffic. This pattern can be utilized for providing personalized experience.• Traffic from banner was more products centric, engaged and less exploratory. They were also better engaged in terms of average time that they were spending on various pages (landing page, product details, cart stage, purchase).• More than 90% of the conversions occurred within 1st banner click .• Visitors used large screen devices for making a purchase however smaller screens were primarily used for browsing and exploring the various products related details.• Most of the existing customers were using single device to make a purchase.• Only a handful of product categories had resonating offers and hence only those product categories experienced low exit rates after landing pages.• Identified Cross sell opportunity for high-end device users based on their browsing & historic buying behavior.• Specific trends were observed by days of the week and time of the day that can be used to drive quality traffic as compared to volume in specific time zones.

The insights and recommendations provided by BRIDGEi2i helped client’s marketing team to

• Determine the segments for targeting their banner campaigns based on the browsing and purchase behavior of customers and prospects.• Optimize the marketing spend and performance of the digital banner ad.