dtac Users Frequenting the Community Page are Quality customers

At a Glance

GOALS: dtac wanted to understand the role that the Community page plays with regards to users who converts on dtac.

APPROACH: Through a segmentation analysis, dtac was better able to understand the value of their community users in terms of loyalty, engagement and propensity to purchase on site.

RESULTS: dtac placed more emphasis in monitoring & engaging with their community users who were shown to be a high-value segment.

 

Understanding and utilizing data
In a market where users are more inclined to be involved in the online community than ever, dtac recognised the importance of finding out the role that their Community page has in driving users towards their products and offerings.

Traits of users on the Community Page

  • They are very loyal users of dtac. 95% of whom are Returning users.
  • They are highly engaged: spending 3X longer on the site (6 mins); looking at 4X more pages per session (10 pages / session); and a lower Bounce Rate of 18%.
  • These users also spend more with dtac: up to 70% higher AOV; and their monthly phone bill is 50% higher compared to an average user.
  • They are twice twice more likely to purchase a mobile device from established brands (i.e. Apple, Samsung).

Moving forward
With the data and analysis in hand, dtac can now serve personalised ads using Audience segments to increase conversions. Also, they can now target look-alike audiences that are more likely to become high-value.

About dtac

Total Access Communication Public Company Limited, commonly known as DTAC, is the third-largest GSM mobile phone provider in Thailand after AIS. DTAC is owned by Telenor both directly and indirectly, and both companies share the same logo.

To learn more, visit www.dtac.co.th

 

Genesis Energy Increases Revenue through Online Channel

Genesis Energy’s improved online experience, powered by analytics, has increased the company’s sales performance through the online channel.

The Problem: Genesis Energy had high volume of activity on their website, however these visits were not converting into sales. To better understand user behaviour, roadblocks and drop off points they brought in analytics experts Sparkline.

The Solution: After setting up Google Tag Manager across every page of the Genesis website, Sparkline implemented Google Analytics. By using the events and custom dimensions functionality, every action on the site was captured allowing Genesis to study user behaviour and related patterns. Analysing drop off points, the online customer signup form was identified as a roadblock to conversion.

The Results: Genesis responded quickly. Better understanding of user behaviour and taking action to simplify the customer signup form improved sales through the online channel by $NZD4M. Genesis now plan to implement Google Analytics Premium, DoubleClick integration, segmentation and optimisation of the customer lifetime value, for more control and ongoing insight into their customer data.

 

 

About Genesis Energy

New Zealand’s largest energy retailer, selling utilities to 650K homes. In 2013-14, the business serviced 26% of the retail electricity market and 42% of retail gas while also producing 14% of New Zealand’s electricity.

To learn more, visit www.genesisenergy.co.nz

Amari’s bookings increase 47% with Google Analytics’ Attribution Modeling Tool

Amari is a hotel brand owned by Onyx Hospitality Group. The company had been evaluating the effectiveness of its marketing channels based on last-click attribution, but this was proving problematic. Intuitively the team knew display marketing was an important channel contributing to the business, but the last-click model made this difficult to quantify, hard to prove, and even harder to optimize. They have turned to Sparkline to help quantify this intuition and access measurable insights.

Attribution models to fit
We proposed solving Amari’s issue through the use of Google Analytics’ Attribution Modeling Tool and Multi-Channel Funnels. The team used the Attribution Modeling Tool to build, customize, and compare attribution models for Amari’s digital marketing activities. The aim was to apply these models in order to reveal the impact of the company’s diverse marketing efforts, specifically how these worked together in driving sales and conversions. It used Google Analytics’ Multi-Channel Funnels to uncover how much assistance each channel contributed towards conversions, and leveraged the Attribution Modeling Tool to assigning a non-ambiguous monetary value to those assists.

The initial challenge was discovering what model to use. After in-depth experimentation, the team decided to utilize the linear and time decay
models. The linear model equally allocates the value of a sale across all touch points, while the time decay model allocates value in favor of touch
points closer to the time of conversion. By using a combination of the two, Amari’s digital marketing team could assess channel effectiveness both on
an egalitarian basis and by showing preference for those who drove valuable traffic more recently.

“We have successfully shifted from the outdated last-click attribution towards a more holistic model that helps us optimize marketing accountability and, more importantly, profitability,” explains Chutima Fuangkham, Director of Digital Marketing for Amari Hotels. This has allowed Amari to confidently increase its display marketing budget. Overall, by increasing investment into undervalued marketing channels, Amari has achieved a 47% boost in bookings.

Read the full case study here.

About Amari 

Amari is a hotel brand owned by Onyx Hospitality Group. It provides full-service hotels and resorts, serving business and leisure guests. For more information, head to www.amari.com