Dashboards Allow Crown & Caliber to Instantly Detect Web Traffic Anomalies

The Situation

Crown & Caliber is a buyer and seller of pre-owned luxury watches through its website (www.crownandcaliber.com). After having selected Domo as Crown & Caliber's business intelligence tool, the company onboarded the platform, and adoption was strong within the organization. The strong adoption produced an unforeseen issue: all of the company's internal resources had become dedicated to operations dashboards, and the digital marketing team had still not been fully onboarded. In order to get the digital marketing team onboarded to Domo, Crown & Caliber needed to work with an external resource with experience pulling digital marketing data into Domo and visualizing that data in a meaningful way in order to help the team manage Crown & Caliber's digital marketing campaigns.

The Solution

Fusion75 worked with the Director of Digital Marketing and Crown & Caliber's internal Domo resource to conceptualize the right dashboards that helps the Crown & Caliber team manage the business and detect anomalies in traffic and performance. After we came up with the right dashboard idea, Fusion75 planned and executed the creation of these dashboards that tie together paid media data, engagement data, earned & owned media data, web analytics data, e-commerce data, and web analytics data.

The Outcome

These dashboards established multiple baselines for comparison and gave the digital marketing team (and all others who asked) a quick health check for all marketing channels and campaigns. The impact was so immediate, that a major website traffic anomaly was detected using these dashboards well-before the project was completed. After noticing this anomaly which was exposed using the dashboards Fusion75 created, Crown & Caliber was able to immediately address an SEO issue that may have previously gone unnoticed for months.

Fusion75 Enables Georgia Pacific Brands to Use Digital Data to Drive Marketing Decisions

The Situation

Copper+Crane is an online retailer of Collection of Artisanal Bath, Body & Skin Care Creations owned by Georgia-Pacific Consumer Products. After a website platform upgrade, the marketing team for Copper +Crane was left unable to track key information necessary in order to measure website and product performance. After thorough research, it was determined that Copper+Crane's website platform does not have a direct, out-of-the-box integration with Google Analytics eCommerce reporting and Google Tag Manager.

The Solution

Fusion75 worked with a developer to build a custom solution to capture eCommerce information on the website and make that information available for Google Tag Manager, Google Analytics, and any other marketing platform that could make use of his data. Specifically we worked to create a custom data layer and an exportable Google Tag Manager template that can be applied to other sites owned by Georgia Pacific.

The Outcome

The Copper+Crane digital marketing team now has visibility into how their campaigns and products are performing. They are able to make data-driven decisions, and this solution can be (and has been) rolled out to other Georgia Pacific teams' websites.

Havertys Breaks Down Digital Data Silos

The Situation

Haverty Furniture Companies, Inc (Havertys) is a furniture retailer with over 100 stores across 16 states. Havertys' website (www.havertys.com) has been online for a long time, predating the advent of tag management software. Google Tag Manager was installed on the site, but there were no variables defined related to the checkout process. This resulted in zero conversion data being sent to Google Analytics. The marketing team for the Havertys website was currently limited in what they were able to track as well as what they are able to use for segmentation purposes.

The Solution

In order to enable Havertys to do more with its digital data, Fusion75 proposed a Tag Management and Web Analytics solution which encompassed the below:

• A measurement planning session led by Fusion75 where the marketing and development team were able to get on the same page about metrics, dimensions, and segments to be captured

• Creation of relevant triggers, variables, and tags within Google Tag Manager

• Pushing ecommerce data to Google Analytics

• Pushing micro-conversions as defined by the measurement plan to Google Analytics

• Capturing in-store transactions and revenue in Google Analytics and segmenting by store location

The Outcome

Havertys now has conversion data in Google Analytics which can be used not only to measure campaign and product performance, but now they are able to create behaviorally-segmented audiences for use in digital campaigns.

Response Mine Interactive Automates Reporting and saves 2+ FTEs in Hours

The Situation

Response Mine Interactive (RMI) is a digital marketing agency who over the years has handled paid search, SEO, and other channels for brands such as The Home Depot, Staples, Brinks Home Security, Service Master Brands, Carhartt, TravelZoo, Havertys, and Mayo Clinic. Although RMI had been successful in producing results for clients, a lack of technology often caused issues with hitting deadlines and ensuring the accuracy of deliverables. In short, there were countless reports to produce and analyze on a regular basis, and everything had been done via manual spreadsheets. In addition, since there was no individual or group who owned technology, tracking, and analytics, whenever there was a need for those things, it was a huge burden for the already overtaxed staff. To further illustrate the need, "lack of technology" was a top reason for media staff voluntarily departing the company.

The Solution

Fusion75 recommended that RMI take the burden of reporting, tracking, analytics setup off of the media staff who was previously responsible for these items. In order to do this, it was proposed that RMI:

• Automate internal and client-facing reporting processes using Domo

• Create a center of excellence for owning and maintaining processes related to reporting, analytics, tracking, and other technical tasks that support campaign management

The Outcomes

• Not only was there a huge benefit of 2 FTE worth of reporting hours saved each week, but the reports produced were more insightful and enabled the media & account management staff to have more meaningful conversations with clients.

• With the creation of a dedicated analytics team, the center of excellence was born. Processes were owned and documented, and the burden of these tasks did not take away precious time from the media managers on the team.

• As a result of the above, staff turnover drastically slowed down, and lack of technology has not since been cited as a reason for individuals leaving the company.

Advanced Urology Undergoes Digital Transformation

The Situation

Advanced Urology is a center for urologic care serving men and women in Metro Atlanta with multiple office locations in the area. As the company is growing, they had begun a digital transformation. In order to complete their digital transformation, the new CMO realized that Advanced Urology's digital marketing campaigns were not set up for success, nor were they set up with any appropriate measures for success.

The Solution

• A comprehensive measurement plan to serve as the basis for measuring success

• Web Analytics implementation and customization

• Tag management implementation

• An audit of the paid search account

• A complete restructure of the paid search account

• Implementation of keyword-level call tracking

• Creation of automated digital marketing reporting using Domo

The Outcomes

• Advanced Urology continues to grow in large part due to the company's digital marketing efforts.

• Advanced Urology now can measure campaign effectiveness and easily roll out new campaigns as they open locations in new geographic areas There were three locations open at the time the transformation began, and now there are eight total locations

Western Pest increases leads 140% YoY while decreasing CPL

The Situation

Rollins, Inc. is a holding company which wholly owns many well-known national and regional pest control brands such as Orkin, Northwest Exterminating, Western Pest, and others. An uptick in competition had made it increasingly difficult for the Western Pest to drive new customer leads at the company’s CPL target. The need was immediate, as peak season was quickly approaching, and Western Pest was behind its lead volume target for the year

The Solution

In order for Western Pest to drive Fusion75 proposed a solution that included the following:

• An audit of the paid search account

• A complete restructure of the paid search account

• Implementation of keyword-level call tracking

The Outcomes

• Western Pest’s lead volume increased 140% year-over-year while CPL decreased by 3%.

• Rollins is now better-equipped to control Western Pest’s paid search spend in different geographic markets