The challenge
The brand is a leading provider of industrial control system (OT) security, offering complete solutions for the stability and security of clients’ operational technology. Its marketing uses technical industry content, SEO and corporate word of mouth to attract businesses to its website, making the site central to its B2B marketing and the subject of frequent redesigns. But without third-party data as a yardstick, and with sales spanning many language markets, every redesign took a great deal of effort to plan, build and align across departments, and its impact could not be evaluated objectively.
The ACE approach
To reduce sunk costs in marketing, CloudAD built on GA4 and applied the ACE approach to strengthen the brand’s data capability.
A: Align needs
B2B buyers take a long time to decide. Before choosing marketing channels, we need to understand visitors’ characteristics and behaviour, so building the data environment and implementing events are essential.
- Environment: after consolidating requirement interviews, CloudAD deployed GA4, installed tags and implemented events to track and analyse visitor behaviour.
- Visitor segmentation: the brand operates internationally with language versions by country. Using GA4 explorations to segment by country, we analysed how visitors from each market behave, helping improve the user experience and site features and shape more effective marketing.
C: Connect to real use
Once the data environment is in place, it has to connect to how the brand works. CloudAD built custom reports and connected Search Console so the brand could see the market clearly and adjust decisions continuously.
- Custom reports: Data Studio reports provide monthly insight on traffic, engagement quality and conversions, followed by deeper discussion of that month’s core marketing strategy.
- Search Console: SEO plays a major role, so connecting Search Console to GA4 not only unifies the platforms but shows more brand-related information than Search Console alone, feeding SEO optimisation.
E: Empower with data
CloudAD not only connects data but also supports the growth of the brand’s data culture, with consulting that ties analysis to marketing goals.
- Data culture: we guided the team step by step through reading GA4 data and the concepts of web analytics, so departments interpret data correctly when setting strategy and working on projects together.
- Focused analysis: CloudAD analysed path conversions and conversion rates, helping the brand quickly understand traffic differences and on-site behaviour and adjust its funnel strategy.
Results
- Data compilation efficiency up 30%
- Time spent on communication across regions and departments down 20%
- Efficiency of data-driven marketing decisions up 25%
If you are working out how to align and evaluate marketing across countries, or looking for the right marketing approach as a B2B business, get in touch and let CloudAD guide you with data.
