The company’s foundation for digital experiences started with gaining actionable insights from customer data. By deploying Adobe Analytics, part of Adobe Analytics Cloud, customer intelligence can drive compelling content and consumer experiences. Early on, the company gathered anonymous data about customers visiting its website, including data on page views, time spent on site, clicks, conversion and more. Most importantly, Redtag.ca can see which channels and search keywords drive traffic to the site from a campaign, supporting its search strategies.
“We initially only invested 10% of our overall marketing spend on digital and 90% on print,” says Gennaro. “By seeing clear insights and steady wins and improving communications with stakeholders, we increased our investment in digital marketing to 90% of our overall marketing spend.” Gennaro also notes that digital insights are even shaping print strategies, which now account for about 10% of marketing spend.
For example, for a summer campaign in Toronto, Redtag.ca marketers wanted to feature travel deals to Cuba on bus shelters. However, digital marketers looked at heat maps and saw customers in Toronto post codes search for Jamaican holidays at much higher rates. As a result, marketers pivoted to redesign ads to highlight Jamaica to increase relevancy and support the company’s overall success.
“Targeting customers, even at bus shelters, wasn’t something that we ever thought of prior to using Adobe Experience Cloud,” says Gennaro. “Heat maps of searches and conversions help us look deeper at our audiences and how we market to customers.”
Insights into traffic from search engines also played a significant role in the company’s digital success. Using Adobe Analytics, Redtag.ca can view where traffic comes from, clicks and conversion and then readjust its strategy to increase performance. Not only can marketers boost KPIs, but they can also respond faster to trends and adjust keyword bid strategies.