Advertising, Analytics and Optimization

Problem

After crafting the initial marketing strategy for Evocon (case study), the next step was to expand its global reach and customer base using data-driven performance marketing. The goal was to achieve Evocon’s ambitious growth objectives efficiently by leveraging data from digital campaigns, the Evocon website, and offline sources such as sales team data.

Solution

To achieve the best possible results with Evocon’s digital marketing mix, a setup of comprehensive tracking was required. This allows following the customer journey from start to finish. While now, in 2024, Evocon has started using Hubspot, which enables all of the following centrally, no such capabilities were in place at the start. Multiple tools were needed to accurately track the customer journey and create high-performance advertising campaigns across Google, Linkedin, and Capterra (Gartner). 

• Website: Mapping and tracking key customer activities.
• Google Tag Manager: Using it to centrally manage Google Analytics 4 and marketing pixels, tracking key activities across different advertising platforms.
• Customer Journey Analysis Tools: Utilizing tools like Hotjar to identify drop-off points on the website.
• Automation Tools: Using Zapier and GAConnector to automate marketing tasks and integrate offline conversions from Pipedrive into GA4, connecting them with top-of-the-funnel conversions from the website. In 2024, the whole system was overhauled by moving to Hubspot, which enables centralised marketing automation together with dashboard capabilities, website conversion tracking and comprehensive analytics.
• Centralised Data Dashboards: Centralising all of this data to be available for stakeholders and marketing decision makers on a Looker Studio dashboard, stylized after Evocon’s CVI and providing continuous support for improving this dashboard. Later, a Hubspot-based dashboard was added as well, with a comprehensive overview of earnings per month.
• Lead Nurturing: Implementing a mix of automated transactional emails through Zapier/Brevo to drive potential clients down the sales funnel.

Results

With a robust tracking system in place, Evocon can accurately measure the performance of its marketing efforts and make informed decisions to optimise cost-per-acquisition for new clients.

Having a clear overview of marketing efforts in Looker Studio (and later in Hubspot) enables the marketing and sales teams to conserve their time spent on analysis and focus on creative work to bring in new leads. Significant efforts were made to automate as much as possible.

With the help of data-driven marketing efforts over a 2-year period, Evocon has built a stable foundation for further international success.

Data

• 50+ data-driven digital campaigns across ad networks over 2 years
• 96% increase in online leads in 6 months (2nd half of 2023)
• 25-35% MoM average increase in online leads 
• On-demand actionable insights gained from hybrid dashboards

Through these efforts, Evocon has successfully harnessed the power of data-driven digital marketing to achieve remarkable growth and global reach.