Data-driven content strategy for Akzonobel

Global brands like AkzoNobel manage countless websites and need to know which content truly drives conversions. They faced key questions: Where should they invest their content budget, and what content actually impacts the customer journey? We stepped in to provide clarity. By leveraging their existing data infrastructure, which we helped set up in a previous project, we implemented a sophisticated attribution model. This allowed us to analyze the entire customer journey across all their domains. The result is a global 'single source of truth' that shows exactly which content delivers the most value, enabling AkzoNobel to optimize their digital efforts and budget allocation effectively.

Using data to connect the dots.

Thanks to our long partnership with AkzoNobel, we had a bit of a head start. In a previous project, we had already installed BigQuery (Google Cloud’s data warehouse), which centralised all website interaction data. From there, we used attribution modelling to help us connect the dots and see where the company gained the most value.

How did we achieve this?

• Analysing data: The touchpoints and conversion data in BigQuery let us dig deep to reveal page specific interactions and other insights.
• Categorising impact: We categorised the websites into sections (think blogs, homepages, product detail pages, and so on) to create an understandable structure.
  This allowed us to share insights with AkzoNobel about the effectiveness of different website sections.
• Optimising results: We used our multi-touch attribution API to present data-driven insights. We’ve optimised our API to handle different types of conversion, from ecommerce revenue to newsletter subscriptions, and everything in between.

Knowing where your value lies.

The results are a global single source of truth that covers all of AkzoNobel’s websites and domains. With its accurate figures, budgets and focus can be quickly moved from less to more profitable or valuable content.

Plus, as Vania Milaco, the Global Head of Digital Performance at AkzoNobel said “This solution is easily callable to other markets and provides maximum guidance to optimise our digital efforts”. Sounds like it’s a win for everyone!


Want to build a data-driven strategy that delivers real results? Get in touch, and let's find out what truly works for your brand.