data analytics optimisation
Lausanne Tourisme
Lausanne Tourisme
Brandfinity was asked by Lausanne Tourisme to analyse the existing contact data base, the newsletters sent and the flow of visits to the website.
The goal of this analysis was to optimise the opening rates of the emails, the number of people subscribing to the newsletter and consequently the volume of sales made on the site and through the proprietary data of the email database.
Objectives:
- increase the contact database
- increase the click-through rate on emails
- increase the turnover of online sales.
- historical analysis
- data visualisation in Tableau
- recommendations on audience segmentation
- recommendations on email logic
- recommendations on personalisation
Brandfinity analysed the history of newsletters sent, the flow of visits to the site and the sales generated on the website. This was done by exporting data from Google Analytics, the email tool and the Ecommerce solution, which was then reworked in Tableau to visualise the data.
Following the analysis of the data, Brandfinity made recommendations on the audience segments to be built, the logic of emailing and the personalisation of the website. The addition of email blocks on the website and the structure of the product offers were also part of the optimisations recommended by brandfinity.
“I appreciated Brandfinity’s ability to communicate the steps of the project and their usefulness, the regular meetings to discuss the different steps and the delivery of a final document that gave us new thinking on the best ways to increase our contact base and make it grow.”
Emmanuelle ROSE – Communication Manager Lausanne Tourisme.
