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The first part of this case study:
https://medium.com/@ireneliyihan/tree-tagz-digital-marketing-case-study-ffa766de7bf2
Visual Identity
Style Tiles
The branding goals are to create a unified design system that is recognizable, memorable and delivers the our values. The overall tone for our campaign will be a bit feminine because our targeting market is mainly made up of women.
- Logo
The plan is to introduce a visual hook in the mark, that could represent our core brand identity. - Colors
The color palates are heavily leaned on green as it is the color associated with sustainable products and eco-friendly lifestyle. Muted yellow and red are included to give better contrast to the palette. - Typography
The font chosen for header is a clean, elegant serif font called Athelas. It will be used on both the logo and header across the branding, to ensure brand consistency. As for the sub-headers and body content, we will use Sans Serif Pro. It is a very legible and readable font, which also matches our header font perfectly. Both of the fonts are available to download from Google fonts - Imagery
Imagery is vital to push the brand. It helps customers relate to the brand, and adds a human touch to their shopping experience. We will be using clean and simple images to communicate something deeper about the potential customer’s lifestyle — and thus inspires that deeper personal connection.
Analytics
Digital Marketing Measurement Model
In order to make precise digital marketing strategies in the following stages, we need to figure out what we need to do with our data and what we want to achieve. We created the Digital Marketing Measurement Model (DMMM) to illustrate to how and what we hope to accomplish for the business. The DMMM is divided into 3 stages, which are awareness, engagement and conversation. Due to the fact that we don’t have any existing data to work with, so our numbers and goals were based on assumptions we made.
- Awareness
As a startup business, it’s important to cultivate brand awareness. The website needs to act as a credible and informative platform effectively. The site goal in this case is quite straight forward, which is increase the number of visitors. Overall traffic to the site and number of unique users will be used as key performance indicators(KPI) to evaluate the relative success of our goal. In terms of segments, we will be focusing on devices and traffic sources to help us decide where we will put our ads. - Engagement
After we have built brand awareness, it’s time to create engagement. When visitors land on our site, we want them to read our content, interact with product portfolios and click-through on call-to-actions. At this stage, we aim to increase visitor staying time on the site. By looking at bounce rate, page / session, session duration on site, scroll depth and conversion rate, we will be able to learn and identify problems that prevent keeping visitors engaged with our website. Again, we will be monitoring traffics sources along with on-page behaivour, level of engagement and visitor demographics to get a clear image of our potential customers, so that we will be able to reach the right audience and then nurture them to into our customers. - Conversion
Since we are an e-commerce website, our ultimate objective will be increase sales. The target for average item purchased per sale is set to be 1.5 items, and we believe we will generate at least 20 sales in the first month after the website is launched.
Google Analytics & Tag Manager
In Google Analytics, it’s crucial to exclude the data that we cannot draw analysis from. 3 views were set up to increase the accuracy of traffic data.
- Raw Data View
We created this view to store unfiltered and untouched data. This way we can always go back to all of the data that has been collected. - Test View
This is the place where we test the new filters before we add them to the master view. - Master View
Master view is our working view. With the help of filters, we will gather the most accurate and useful data to work with.
The campaign team will be spending a large amount of time on the website. To prevent the data from being skewed by the campaign team, “Exclude IP Ad” filter is implemented to exclude internal traffic data. Further more, “Exclude DEV, TEST, STAGING & PROD Hostnames” filter is used to exclude data generated by developers and testers, because their work will pollute the data as well.
“Screen Resolution Filter” is added to remove sessions that have a screen resolution of not set, which most likely come from bots and crawlers rather than legitimate users. More filters will be added once we have spotted the source of spam traffic.
“Lowercase Campaign” filters are created to avoid having different case variations in reports.
With Google Analytics, we will be able to track certain metrics that are laid out in our KPIs. By analyzing the results, we will know if the goals have been met, and gain valuable insights that can help us to adjust the strategies of our marketing plan if needed.
For example, we want to see how many people were reading the site in depth. Hence we created a tag with a Scroll Depth event trigger that should fire when the vertical scroll depth reaches 50%.
Custom Reports and Dashboards
Google Analytics can be overwhelming because there is so much data, which can make finding relevant insights very challenging. Therefore, custom reports and dashboards are built to help us get quickly access to the key metrics.
In this custom report, the metrics are grouped into different categories: website traffic related, user engagement related and sales related. It shows how many people are visiting, how site visitors are engaging with our website and how those interactions contribute to the revenue.
Still, part of any successful ecommerce marketing strategy is knowing who the audience is and how my products appeal to them. Therefore we used source/medium, age and gender in the dimension section to let us gain insight into how traffic an engagement metrics vary among age and gender grouops.
Still, part of any successful ecommerce optimization strategy is knowing who your audience is and how it (your content and message) appeals to them, how they interact with your site, and how those interactions contribute to your revenue.
For ecommerce websites, mobile represents a significant share of online traffic, it is the preferred method of researching purchases and browsing the web for many online shoppers. Hence, we added a Mobile Traffic segmentation to audience.
Custom dashboard is used to visualize the data we collected, it is developed based on our goals in DMMM and the metrics we used in the report.
The first column contains the real-time active users, visits, and new visits. This column provides a quick, at-a-glance overview of site traffic. The second column gives us all the key stats on the types of visitors that arrive on our site. By focusing on demographics, devices, and traffic source, we get a full picture of our visitor’s context for learning about our products. And the last column examines how much revenue we are generating. By looking at product revenue by product, it helps us understand where you need to offer more products. And revenue by source/medium provides us insights into which traffic source generates the most revenue.