In this project, I took the lead in developing key performance indicators (KPIs) and creating the necessary infrastructure for a leading manufacturer of door-related components in the building industry. The company, known for its innovative products, has a successful three-tier sales model, but faced the challenge of not being able to sell directly to consumers (D2C) in order to protect its trading structure. The solution was to track valuable events on the website and simulate campaign conversions, allowing the company to continue implementing all of its online marketing concepts.
Goals and Objectives:
- To establish key figures and infrastructure: The primary goal was to establish a comprehensive measurement system and define key performance indicators to support the CDO’s area of responsibility.
- To simulate campaign conversions: The challenge of not being able to sell directly to consumers was addressed by tracking valuable events on the website and simulating campaign conversions.
- To drive online sales: By creating a data-driven online marketing strategy, the aim was to continue to drive online sales and maximize the potential of the company’s innovative products.
Strategy and Implementation
Data Management System: A robust data management system was established to collect and analyze data from multiple sources, including website traffic, user behavior and marketing campaign performance. KPI Definition: Key performance indicators were defined to provide a clear understanding of the success of the online marketing efforts and identify areas for improvement. Online Marketing Strategy: A data-driven online marketing strategy was created to drive online sales, leveraging data insights to optimize campaigns and reach the target audience effectively.
Conclusion
Through the establishment of key figures and infrastructure, the company was able to take a data-driven approach to online marketing and drive sales of its innovative products. The measurement system and KPIs provided valuable insights, allowing for continuous optimization and ensuring the success of the online marketing efforts.