Client Case Study – Holler Digital and Escada Fragrances
Project Theme – Web analytics
Introduction
Holler is a digital agency with offices in London and Sydney. They
work to enable brands realise their ambitions through a digital entertainment
strategy.
A background in the entertainment industry means Holler have focused
on developing content that people actually want – in contrast to advertising,
which people traditionally look to avoid. At the agency, individuals
and teams conceptualise and design rich content that is engaging and
entertaining.
Holler’s client list includes: ABN-AMRO Bank, Channel 4, Department
of Health, E4, More 4, Nestlé, Nike, Penguin Books, Proctor and Gamble,
Selfridges, Shelter, Sony BMG, Universal and Yahoo.
Sunset Heat is a seasonal fragrance produced and marketed
by a Proctor and Gamble fashion brand, Escada Fragrances. There are
four web presences attached to the main URL, one each for USA, France,
Spain and Germany. The Escada Fragrances site is largely Flash based
and features several movies.
ivantage were originally contacted by Holler during the last days
of a promotional campaign for France. The agency saw that Google Analytics,
which had been applied to produce reports on visitor traffic, was under-reporting
visits when compared with the number of fragrance samples requested
via the web site.
The discrepancy was tracked to an incorrect technique being used
to re-direct campaign traffic to the product web site. When corrected,
reported traffic increased immediately to expected levels.
With new campaigns in prospect for Germany and Spain, Holler asked
ivantage to review the existing Google analytics set up in order to
plan a course of action to ensure that all the Sunset Heat sites
would be correctly tagged for accurate traffic reporting in time for
their promotional campaigns.
Although committed to using Google Analytics going forward, Holler
wished to make use of existing web server log files, accumulated during
recent months, for the analysis of visitors to the four language variants
of the Sunset Heat URL. Holler engaged ivantage to do this work
using Urchin to produce reports which could be used to establish base-line
site performance (to the extent that log-files could provide it) against
which future performance would then be compared.
The solution
ivantage delivered Analytics Accelerator, a package of advisory,
configuration and support services for the correct implementation of
Google Analytics.
The service started with an initial consultation about the website
and the business metrics that needed to be collected. ivantage then
advised the team how to configure Google Analytics for the installation
and provided detailed page tagging instructions for Holler’s webmaster
to follow.
ivantage then checked the installation and data coming through and
configured essential objects including filters and user management.
ivantage helped define goals and funnels and made sure that the reports
containing specified campaign metrics were easily available.
Holler have several clients each with Google Analytics applied to
their web site. ivantage advised on the best way to set up a Google
account so that clients’ reports would be easily visible at the same
time as being kept separate.
In the case of the existing server logs, ivantage copied the files
and analysed them using Urchin from Google. Six profiles were produced,
one for each of the language variants, a global one and an overall profile
to consolidate all the others. An account for Holler was set up on ivantage’s
Urchin installation so that the client could review the reports online.
The results
Despite the challenge of accurately measuring visitor traffic and
goal attainment in a Flash-based web site, the correct application of
Google Analytics provided the information which Holler needed. By comparing
results as they came in with the historical information reported by
Urchin’s analysis of server log files, Holler were able to show the
results attributable to the campaign.
The success of agencies is directly related to the results they deliver
to clients and the more precisely that success is expressed the easier
it is for a client to understand the quality of work done. In this campaign,
Holler were able to specifically identify the nature and volume of the
visitor traffic on the Sunset Heat site and how well visitors were being
converted to reaching the goal of ordering a fragrance sample.
The information reported by Google Analytics and the additional data
assembled by Holler themselves from the Urchin baseline results was
then passed on to their client to substantiate the value of the campaign
as a whole and to confirm the value of the investment.
About ivantage Limited
ivantage is a leading Internet marketing agency specializing in Web
search marketing services for demanding clients. We focus on boosting
their web presence and building online business. We also work with digital
agencies, using our expertise to extend their services so as to achieve
the same for their clients.
We are masters of both Natural Search (SEO) and Paid Search (PPC).
We aim for high returns on investment (RoI) by applying Web analytics
and performing Web page optimization to ensure visitors become customers,
then keep coming back. ivantage is a Google Analytics Authorized Consultant
(GAAC).
Our proven, effective methods are grounded in the established disciplines
of strategy definition, site design and usability. We generate traffic
and convert it to transactions. We protect the expanded traffic to build
clients’ future web presence and online revenues.
Learn more about ivantage
Visit Holler Digital's web site
Visit the
Escada Fragrances promotional web site
