DFS needed more accurate and reliable conversion data, in order to make better decisions around marketing investment.
They also had insufficient data to deploy automated bid strategies due to the lack of keyword level conversion tracking.
We carried out a measurement framework exercise, which helped determine and track the best metrics, with appropriate tags being raised across all digital channels. Custom variables, which combined a range of different conversion types and their associated value, allowed for even better insights into channel performance.
Within weeks of being deployed, DFS started to gather valuable insight on channel performance. Having sufficient conversion volumes from 'softer' data points has enabled them to deploy automated strategies, which are driving much stronger performance.