Case Study - Setting up a web controlling solution Case study discussing the initiation of a holistic web controlling solution for a more focused management of existing marketing and sales activities

The Background

The customer successfully uses an own eShop as a further sales and information channel for several years.
To acquire more users for the eShop, the company relies on a comprehensive affiliate network.
The controlling and management of online activities is tracked by different tracking systems.

Tasks

  • Identification of traffic allocation as well as comparison with current effort for online advertising expenditures
  • Controlling the existing tracking systems' effectiveness and consistency

Implementation

  • Definition of a holistic web controlling process
    • Goal definition
    • Collection of user data
    • Data analysis
    • Accomplishment of optimization activities
    • Controlling of optimization activities
    • Replacement of existing systems and data transition
    • Increase in the level of detail in the information collection process
    • Holistic analysis and result checking across all advertisement formats
    • Profitability analysis per advertisement channel

Results

  • Transfear of the existing tracking systems into a holistic web controlling solution was absolutely essential
  • Creation of targeted reports to measure success and traffic allocation by focusing upon meaningful KPI‘s
  • Prevention of click fraud