Case Studies - Case 1

A Market Leading Drinks Brand

"So smooth for the quality and depth of information it provides. I think we are going to have lots of fun with this fantastic tool!" - commented the Marketing Manager for this quality drink's brand after just one week's use of Mtracking.

This company had developed a significant added-value online club and database of information on members as they joined and used the ecommerce facilities. However they could not easily find out what was happening when they weren't buying nor who else was visiting nor how their stated brand and lifestyle preferences related to their actual viewing habits.

More significantly, the brand owner did not have useful information on how valuable his non-registerd visitors were in comparison to the members. "Am I investing too much in developing rich content for too select an audience?" was one question he wanted answering. Another was; "How can I develop workable strategies to convert visitors into registered members and view success rates as they are implemented?"

The answer came quite quickly. Just 4 weeks into using Mtracking Enterprise, he was able to see that only 7% of visitors were members but they accounted for 24% of page views. An even greater measure of their value to the brand and the success of the registered club and its content was from time spent on site; 660 hours were spent in the club out of 1,200 for the site in total, over the period measured.

This valuable information alone enabled a new, more effective strategy to be developed. The content rich members' section was proving to be of high value and interest to visitors, the focus was shifted to higher awareness of the benefits to general website visitors who had not joined.

Three months later and the drinks company has been able assess the best strategies using mtracking on pilot conversion initiatives. More informed creative, content and promotional decisions are now made on an ongoing basis, so to continually maximize both customer satisfaction and return on investment.