The tax trailblazer

Services:

• Analytics tech stack deployment
• Attribution modeling tech deployment
• Conversion rate optimization (CRO)

Our client was unable to follow leads and users through multiple touch points, which severely limited their understanding of the customer journey to conversion. Specifically, there was a glaring void between when an account was created and when the actual conversion happened. This obscured the ways in which different personas moved through the conversion funnel across distinct web sessions. Inevitably, accurate lead attribution was almost impossible in this kind of environment.

1. Map a complex user journey
2. Design and deploy sophisticated lead attribution modeling
3. Implement a robust CRO framework and culture

Our response was built on three distinct phases: selecting and deploying the right tools for the job, observing user traits and behaviors in minute detail, and using our findings to inform real-time media decisions.

TECH SELECTION

After careful assessment of our client’s needs and business model, we recommended Adobe’s analytics and data management platforms—Adobe Analytics and Adobe Audience Manager—as well as Nielsen Visual IQ for lead attribution modeling. Through close collaboration with the client and the technology platform providers, we deployed the solutions to ensure we can “follow” users through the multiple touch points.

PAINTING A PICTURE

Adobe Audience Manager allowed us to collect the different user traits observed on the website and merge those traits with customer attributes from the client’s customer data. The result? A detailed, well-rounded picture of the customer that could be used by media teams for high-accuracy message targeting—and also to create personalized on-site testing programs.

FROM CHAOS COMES ORDER

Attribution modeling was key to not only give the conversion credit where it was due but truly understand different media channels’ performance and adjust budgets accordingly for maximum efficiency. To achieve that, we selected and deployed Nielsen Visual IQ based on our client’s business requirements and budget allocations. Through close collaboration between our media and marketing technology teams—along with the client and platform provider—we successfully implemented Visual IQ to deliver the timely, actionable, audience-driven intelligence needed to maximize marketing effectiveness.

• Analyzing customer journeys and identifying key points of dropoff allowed us to streamline the signup experience – particularly on mobile devices, which allowed our client to successfully invest more in reaching the growing mobile device audiences
• Advertising spend was substantially re-allocated: toward audiences more likely to be high value customers, and at different times during the tax season that were proven to be more influential moments
• Television spend was optimized down to the channel and even program level based on offline-to-online response as measured by the VisualIQ model