The effectiveness of online and offline touchpoints for campaigns (in relation to the ROI)

Abstract

The aim of this project is to improve the effectiveness of touchpoints during marketing campaigns. Two main themes have been identified as issues needing to be addressed in order to improve the performance of touchpoints. On the one hand, the webshop has a low conversion and retention rate. On the other hand, marketing campaign reporting is not optimal and does not allow the marketing team to adapt campaigns in real time and draw clear conclusions once they are completed. In order to improve the conversion and retention of the webshop, it was decided to conduct a qualitative and quantitative study to identify which barriers prevent operators from making a greater proportion of their purchases through this channel. Once these barriers had been identified, a benchmark was carried out to find out what solutions already exist on the market. Recommendations were then drafted on the basis of the data extracted from the survey and additional sources. To obtain a clearer reporting of marketing campaigns, it was decided to create an interactive dashboard. The purpose of this dashboard is to display key data from each touchpoint. The dashboard was created via Google Data Studio and includes key figures in four different sections: "Key figures" which presents the overall campaign figures, "Touchpoints performance" which presents the details of each touchpoint, "Engagement" which describes how operators have interacted with the content of the campaigns and lastly "Audience information" which presents the available information on the operators reached. Recommendations for improving the effectiveness of the webshop include the benefits offered by the webshop, its speed, the user experience, communication about the existence and benefits of this channel. As for the dashboard, the recommendations are oriented towards data collection, in order to make it as easy as possible for the marketing department to use