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SUCCESS STORY LEADING TELECOMMUNICATIONS CORPOR ATION INCREASES ROI BY 600 PERCENT IN ONE MONTH
As one of the world’s largest mobile and data communications corporations, Vodafone Australia was intent on combining multiple data sources and channels to achieve an accurate view of company performance. The company implemented the Omniture Online Marketing Suite, leveraging four products designed to drive increased performance—from acquisition, to customers’ on-site experience and conversion, to retention and remarketing. The Omniture Suite provided Vodafone with an integrated source for marketing performance analysis and optimization.
LOCATION: URL: INDUSTRY:
Chatswood, Australia www.vodafone.com.au Telecommunications
SiteCatalyst, SearchCenter, Test&Target, Survey
CHALLENGE » Disparate data sources inhibited accurate reporting » Limited insight into customer behavior » Limited ability to map online offers with customer preferences
SOLUTION » Implemented the Omniture Online Marketing Suite to centralize reporting across multiple channels » Used Omniture SiteCatalyst and Omniture SearchCenter to optimize search campaign management and map SEM strategies to customer behavior » Used Omniture Test&Target to test various content and creative against speciﬁc customer segments » Used Omniture Survey to gain richer insights into speciﬁc visitor segments, media channels and aspects of the online customer experience
RESULTS » Gained a 5% increase in completed online orders » Achieved a 600% increase in ROI after one month » Drove a 400% ROAS » Centralized reporting across multiple data platforms
When Vodafone Australia launched its online store, it needed to leverage a combination of customer, Web site and media data to maximize revenue. The company had fragmented reporting and no “single source of truth” for its various data sources. Additionally, Vodafone needed to ﬁnd answers to questions about the speciﬁcs of the transactions that were taking place on a customer level; questions such as: What online services were existing customers using? What products were prospects interested in? Were they printing or forwarding speciﬁc offers? How could they get to the most suitable offers with fewer clicks? What offers did they add to their shopping cart? At what steps did they drop out of the conversion process? How was the online store impacting retails sales? And most importantly, were the online orders converting into conﬁrmed sales once the credit check had been completed ofﬂine—and what campaign or
combination of campaigns led to the conﬁrmed sales? De-duplicating conversions by media channel was also a major challenge for the Vodafone online store team—making it difﬁcult to allocate media budgets for each channel. In addition, the company needed to know more about conversions that started online but ﬁnished ofﬂine, and vice versa—a major obstacle, as a large portion of Vodafone’s transactions are still completed in retail stores or require additional ofﬂine fulﬁllment steps. Finally, Vodafone has multiple paid search budgets across various business units, all of which have their own unique KPIs, making it difﬁcult to optimize and coordinate search campaigns using standard metrics and bid management platforms—including internal search.
“There was limited media accountability and insight into how different channels work together to drive sales,” explains Christian Bartens, Managing Director of Datalicious, the consulting partner that deployed the Omniture Online Marketing Suite for Vodafone. “Plus, the company’s search strategy needed a wider set of metrics to reach the next level, something only a bid management tool that is integrated with a Web analytics platform can provide.” “We needed a detailed and accurate view of our disparate data sources to help us make informed decisions about our ad spend and areas for conversion rate improvement,” adds Joanna Pretty, Head of Direct Response (the Vodafone team managing the online store).
“We needed a detailed and accurate view of our disparate data sources to help us make informed decisions about our ad spend and areas for conversion rate improvement.”
HEAD OF DIRECT RESPONSE
» Optimization of copy resulted in a 5% increase in completed online orders representing an ROI of over 600% » ROAS of over 400% search marketing
To drive maximum ROI with its new online store, Vodafone implemented the Omniture Online Marketing Suite, leveraging four products designed to drive increased performance—from acquisition, to customers’ on-site experience and conversion, to retention and remarketing. The Omniture Suite provided Vodafone with an integrated source for marketing performance analysis and optimization. » With Omniture SiteCatalyst, the Online Marketing Suite Web analytics engine, Vodafone centralized reporting across all media channels, giving the company the ability to pull information on crosschannel initiatives in one single report. This allowed Vodafone to effectively de-duplicate conversions while enabling the company to path and visualize the multiple campaign touch points inﬂuencing conversion. » Using the automated bid management capabilities of Omniture SearchCenter, coupled with Omniture SiteCatalyst Web analytics, Vodafone found
efﬁciencies in search campaign management and optimization, as well as tagging efforts. » Using Omniture Test&Target, the company was equipped to optimize content placement throughout the Vodafone network of Web sites, by testing different ad executions and site features. The platform also allowed the company to target speciﬁc visitor segments and deliver the most suitable content for each segment—including the ability to customize internal search results based on historical visitor behavior. » Using Omniture Survey, Vodafone combined online survey and Web site data to gain richer insights into speciﬁc visitor segments, media channels and aspects of the online customer experience. A recent survey, for example, addressed the challenge of discovering what causes order process drop outs.
The Omniture Online Marketing Suite of integrated products has improved Vodafone online initiatives by providing additional insight and performance improvements. The online store, in particular, increased its response and conversion rates, leading to a positive impact on the bottom line. Optimized Checkout Process Vodafone identiﬁed an opportunity to improve the checkout process with SiteCatalyst and used Test&Target to test various elements of the process, identifying a copy change as a key factor that could have easily been overlooked. Updating the copy resulted in a 5% increase in completed online orders, which represents a return on investment (ROI) of more than 600% in the ﬁrst month after the change was implemented.
ABOUT VODAFONE AUSTR ALIA
Optimized Content Delivery Vodafone leveraged Test&Target to identify speciﬁc visitor segments and to deliver highly targeted messaging based on behavioral characteristics, including the search terms visitors used, as well as observed content and product afﬁnity during previous visits. Aside from improving the quality of internal search results—which lead to a visible increase in online orders from the search results page—the company reduced the average landing page bounce rate and increased response rates for on-site promotions and merchandising across the board, resulting in an overall improved customer experience and increased ROI. Optimized Return on Ad Spend (ROAS) SearchCenter allowed for automated bid management, rollup of multiple accounts and more effective campaign optimization due to a richer set of available metrics. Combined with the support and expertise of Datalicious in planning and managing search campaigns using the Omniture Online Marketing Suite, many improvements were realized, resulting in an average ROAS of more than 400% in the ﬁrst few months after implementation.
An unforeseen beneﬁt of Test&Target for Vodafone was the ability to manage the messaging from its different business units. “It almost became a second content management system with marketing smarts,” says Bartens. “It allowed us to identify and target speciﬁc visitor segments with customized messaging.” This was an important element because the Vodafone Web site had several key areas of prime real estate with different internal business units competing for the same spot.” The Omniture Online Marketing Suite also allowed for integrations with Vodafone’s ad serving, email and fulﬁllment platforms, allowing reporting to be centralized. Vodafone can now deliver comprehensive dashboards and performance reports to relevant stakeholders within the company, as well as external agencies and other marketing partners—enabling quality decisionmaking and identifying tactical impacts on overall strategies.
Worldwide, Vodafone is focused solely on mobile technology. The company’s aim is to develop and deliver new wireless services for people who want the freedom and ﬂexibility to communicate and access information anywhere, anytime. Vodafone Group was established in the UK in 1983, and has equity interests in 26 countries and partner networks in a further 13 countries—leaving an unmatched network footprint that has access to a total customer base of almost 155 million proportionate customers. Vodafone Group Plc has played a signiﬁcant role in Vodafone Australia’s business since its inception as well as in the management and development of Vodafone New Zealand and Vodafone Fiji.
Data analysis, integrity and optimisation are at the core of the Datalicious repertoire, with clients ranging from FMCG’s over telcos to ﬁnancial services. Since their establishment in 2007, Datalicious has been fundamental in changing the way the industry thinks about data. By facilitating media optimisation through the understanding of channel interrelationships, they’ve successfully improved the ROI across their client base. Datalicious is able to provide a 360° service. From platform design and system integration, channel optimisation and product planning, through to reporting and analysis, they give their clients complete transparency.
OMNITURE—THE LEADER IN ONLINE BUSINESS OPTIMIZATION
More than 5,200 companies around the world rely on The Omniture Online Marketing Suite to optimize customer interactions— creating more personalized, relevant customer experiences while also maximizing the return on their marketing spend. The Omniture Online Marketing Suite offers superior usability, supports multiple languages and currencies, and is delivered securely via an ondemand infrastructure that is designed to scale with customer needs. Powered by an Open Business Analytics Platform, the suite is supported by world-class services and a rich ecosystem of partners, developers and agencies. Omniture Client Services include ClientCare, with ﬂexible support options and global access; Omniture Consulting, with a world-class implementation methodology and industry best practices; Omniture Education with on-demand and in-class certiﬁcation programs.
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