Who are the big players?

(And, can we do more with less?)

Which marketing channels add value to a brand? What type of content, at what point in the customer journey is most effective when it comes to encouraging customer conversions? Does any content have minimal or negative impact on the customer journey? Where can you invest your content budget for the best results?

Those are important questions for global brands that want to grow. Especially for brands like AkzoNobel that use a range of websites with ever-changing content to achieve their goals. And that’s where we came in.

Using data to connect the dots.

(A quick trip to the truth)

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.

(It’s big picture stuff)

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!