Clarkston Consulting recently partnered with a client on a digital analytics audit and tagging project. The client is a pioneer and market leader in the consumer goods sector well known for its production of organic foods and snacks. The brand and its products have become ubiquitous within the sports and athletic community. Strong brand equity, a robust marketing strategy, and a high-quality product portfolio have allowed the business to successfully meet rising consumer trends for health-focused, on-the-go foods.
The client recently implemented an eCommerce platform as part of their digital transformation to a direct-to-consumer model. This transition highlighted the emphasis on collecting consumer information to better understand their consumer’s journey, pain points, and buying behaviors. To do so, the client needed to fortify their digital analytics structure and fill capability gaps.
This client engaged Clarkston to first perform an audit of their digital analytics platforms, data flow, and tagging structure. The second half of the engagement was geared towards training and developing a tactical plan to effectively tag their website and paid media while also refining their digital engagement reporting.
The primary objectives for the digital analytics audit and tagging team were to audit and fix website and paid media digital tagging approach, train the digital analytics stakeholders within the company on digital tagging, reporting, and analysis best practices, and develop comprehensive digital engagement reporting while generating detailed digital analytics goals, metrics, and KPIs. This resulted in conducting an audit of the client’s digital analytics set-up and built a concrete digital analytics strategy which included confirming website objectives, goals, KPIs, and measurement. The team also established digital roles and responsibilities for tracking and reporting tasks within the organization.
Some of the key benefits and outcomes from this project including clearly defining digital goals with measurable KPIs for the company, faster campaign launch times, increased data accuracy, and comprehensive reporting dashboards to empower the marketing team to effectively optimize campaigns and measure performance.