Crank Case Studies
5 Digital Success Stories.
Defining Digital Success Stories
Three elements to look at to understand digital success
Challenge
What were the Digital Success barriers?
We looked at what challenges were being faced by the business and how data and digital could help solve these problems.
Task
What did we do to understand Digital Success?
We defined a set of tasks which we performed to deliver against the challenge that was identified.
Outcome
What were the Digital Success results?
The results were commercial benefits to the organisation which were a result of the tasks performed.
Business to Business (B2B) Lead Generation
Digital Success Story: Saïd Business School, Oxford University
Helping one of the leading Universities in the world, understand their digital data, by analysing and optimising journeys prospective students took across the website.
Challenge
What were the barriers?
Measure complex journeys and high value prospects across multiple visits and channels/systems.
Task
What did we do?
Connect digital marketing data through to sales outcomes to measure costs vs success of digital media and content.
Outcome
What were the results?
A 40% increase in leads in a key degree programme, with a reduction in media spend of 8%.
Creation of the lead journey and KPIs for ongoing success measurement
Benchmarking of current programme performance using Google Analytics data
Definition and creation of a lead performance dashboard
Connection of website, salesforce and admissions data into one report
Business to Consumer (B2C) Ecommerce optimisation
Digital Success Story: Berghaus
Guiding a global outdoor brand understand their competition, define their business forecasts, benchmark their Ecommerce performance to deliver revenue growth.
Challenge
What were the barriers?
Understand how to grow the business based on a decline in revenue year on year.
Task
What did we do?
Analyse web user journeys, competitors and current media and website purchasing behaviour. Created a overall revenue forecast and prioritised action plan of changes.
Outcome
What were the results?
Identified over £125k of lost revenue. Year on year growth was 60% for the brand.
Analysis of year on year change of Ecommerce data to identify areas of focus
Competitor review of outdoor clothing brands to identify digital customer experience opportunities.
Prioritization and scorecard to identify most important digital marketing tasks
Analysis of global Brand revenue to create a forecast and zero based budgeting plan
Business to consumer (B2C) Digital Business case
Digital Success Story: Audi
Working with a luxury car brand to understand the impact of digital initiatives on their business, to drive car sales. Using a combination of their digital data and industry benchmarks identified the opportunities and prioritised the initiatives, in order of sales impact.
Challenge
What were the barriers?
Identify the digital initiatives which are going to have the biggest impact on car sales.
Task
What did we do?
Benchmarked the current Audi digital experience and compared it to the current competitors using automotive industry data. Created a prioritised plan of activity using 12 month digital data, car sales. Use the prioritised plan to identify uplift in car units, sales and margin for the brand per digital initiative.
Outcome
What were the results?
Prioritised tasks with an indicated value in excess of £120M in revenue.
Created the “as-is” digital sales funnel for Audi using digital, footfall and car sales data
Benchmarked Audi against their own data and industry data to identify potential uplift in KPIs
Identified and validated the metrics for digital concepts identifying target goals
Built a business case per digital initiative, to prioritise those with the biggest potential
Business to Consumer (B2C) Ecommerce optimisation
Digital Success Story: Prestige Auction House
Informing a global auction house with the potential digital offered to their brand. Identified 5 achievable business models, the supporting business processes, competitor analysis and forecasted revenue opportunity.
Challenge
What were the barriers?
Understand the revenue opportunity digital presented to a prestige traditional organisation.
Task
What did we do?
Researched and identified 5 business models. Each model included the creation of a business case, go to market proposition, required business processes and competitor analysis.
Outcome
What were the results?
Potential revenue of more than £90M identified over a 5 year period.
Research and created 5 new business models, each with their audience and revenue opportunity.
Per business model, described the messaging, target audience & need, Go to market and KPIs.
Created a business case for each business model idea. Illustrated revenue opportunity over a 5 year period.
Illustrated the customer journey for each business model, the supporting messaging and steps to sign up new customers or partners.
Business to Consumer (B2C) Digital Brand Awareness and Lead Generation
Digital Success Story: Vanderbilt Homes
Working with a UK house builder to build their digital visibility and drive leads to 3 property sites in the UK. Analysed the UK home buyer market and created visual identify, campaigns for online in both paid advertising and social media.
Challenge
What were the barriers?
Drive leads and enquires to properties which are ready for sale in 3 locations in the UK.
Task
What did we do?
Create and execute the digital marketing strategy, including customer research, digital market analysis, brand purpose, media plan and creation of content to support the digital web experience.
Outcome
What were the results?
180% increase in visits to the website and 80% increase in property leads and enquires.
An overall review of the performance, influencing channels and their effect on user behaviour
Benchmarking of performance over time, reviewing key lead generation business metrics
Analysis of the property market to profile digital visibility and search terms used by consumers
The profile of a specific property location and the digital performance and behaviour.
Download: Budgeting for Marketing research – Our research covers what the leading organisations do to forecast and set their budgets for marketing. Read how they accurately forecast and adjust their budgets to get ahead.
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Discover: Resource for senior marketers – See our latest research or white papers to help you get ahead. Alternatively, read our digital marketing glossary for senior leaders to understand the jargon and acronyms of digital.
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