In the ever-evolving digital landscape, global brands continuously seek ways to optimize their marketing strategies. One such brand, AkzoNobel, embarked on a journey to assess the value of their latest campaign and understand how their various websites and marketing channels contribute to customer conversion. This case study explores how AkzoNobel utilized data analytics to optimize their digital marketing efforts.
Thanks to a long-standing partnership, our team had a head start. We had previously installed BigQuery – Google Cloud’s data warehouse – which centralized all website interaction data. Using this, we developed an attribution model to identify where AkzoNobel was gaining the most value. The process involved:
- Analyzing touchpoints and conversion data to reveal specific interactions and insights.
- Categorizing websites into sections (blogs, homepages, product detail pages, etc.) to understand the effectiveness of different website sections.
- Optimizing our multi-touch attribution API to handle different types of conversions, from e-commerce revenue to newsletter subscriptions.
The results provided a single source of truth for AkzoNobel’s entire digital presence, enabling them to pivot their focus and budgets swiftly towards more profitable content. As Vania Milaco, the Global Head of Digital Performance at AkzoNobel, stated, ‘This solution is easily scalable to other markets and provides maximum guidance to optimize our digital efforts.’