Google Case Studies Cancer.org Donations Rise 5.4% With Help From Google Analytics

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	Cancer.org Donations Rise 5.4% With Help From Google Analytics Google

Cancer.org Donations Rise 5.4% With Help From Google Analytics

Google

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Healthcare & Hospitals
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	The American Cancer Society, a century-old organization dedicated to fighting cancer, was facing a challenge in understanding how users interacted with their various websites and mobile apps. They were aware that their digital platforms were being visited by users with different needs and goals, but it was difficult for their digital marketing team to isolate these customer segments and assist them in achieving their goals. Additionally, the Society wanted to address concerns with the Google Analytics implementation on its sites, monitor how its users changed behavior over time, and remarket to all segments once they were identified. To tackle these challenges, the Society turned to Search Discovery, a digital analytics and marketing company. Read More
About Customer	The American Cancer Society is a global organization that has been working for over 100 years to find a cure for cancer and to help patients fight back, get well, and stay well. The Society uses a number of websites and mobile apps to provide information on cancer detection and treatment, offer volunteer opportunities, and accept donations. The Society's digital platforms are visited by users with different needs and goals, including people seeking information about cancer, people wanting to participate in fundraising events, and people wanting to donate to the fight against cancer. Read More
Solution	The Society and Search Discovery began by using Google Analytics to capture data that would help them identify user segments. They identified three main personas: Info seekers, Event participants, and Donors. They then used Custom Dimensions in Google Analytics to capture the vital signs of conversion success for each segment. Search Discovery began mapping events that showed when each user was successful or unsuccessful at meeting a goal. Custom metrics were used to record a score for each event. This scoring method helped the Society marketing team monitor the overall health of the site for each user segment and follow trends over time. It also let the team dig deeper into the data when abnormalities arose. More importantly, the Society could now use the Google Display Network to remarket to its users based on any combination of those segments and scores. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Healthcare & Hospitals

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

The American Cancer Society, a century-old organization dedicated to fighting cancer, was facing a challenge in understanding how users interacted with their various websites and mobile apps. They were aware that their digital platforms were being visited by users with different needs and goals, but it was difficult for their digital marketing team to isolate these customer segments and assist them in achieving their goals. Additionally, the Society wanted to address concerns with the Google Analytics implementation on its sites, monitor how its users changed behavior over time, and remarket to all segments once they were identified. To tackle these challenges, the Society turned to Search Discovery, a digital analytics and marketing company.

About Customer

The American Cancer Society is a global organization that has been working for over 100 years to find a cure for cancer and to help patients fight back, get well, and stay well. The Society uses a number of websites and mobile apps to provide information on cancer detection and treatment, offer volunteer opportunities, and accept donations. The Society's digital platforms are visited by users with different needs and goals, including people seeking information about cancer, people wanting to participate in fundraising events, and people wanting to donate to the fight against cancer.

Solution

The Society and Search Discovery began by using Google Analytics to capture data that would help them identify user segments. They identified three main personas: Info seekers, Event participants, and Donors. They then used Custom Dimensions in Google Analytics to capture the vital signs of conversion success for each segment. Search Discovery began mapping events that showed when each user was successful or unsuccessful at meeting a goal. Custom metrics were used to record a score for each event. This scoring method helped the Society marketing team monitor the overall health of the site for each user segment and follow trends over time. It also let the team dig deeper into the data when abnormalities arose. More importantly, the Society could now use the Google Display Network to remarket to its users based on any combination of those segments and scores.

Impact #1	The Society's analysts were able to identify behavior changes in each segment that would have gone unnoticed otherwise.
Impact #2	The Society marketing team created new promotions on www.cancer.org to drive traffic to the Making Strides site. Those links were followed by more than 39,000 people throughout the month.
Impact #3	The Society marketing team created a new donation form on Cancer.org that sent funds only to breast cancer research.

Impact #1

The Society's analysts were able to identify behavior changes in each segment that would have gone unnoticed otherwise.

Impact #2

The Society marketing team created new promotions on www.cancer.org to drive traffic to the Making Strides site. Those links were followed by more than 39,000 people throughout the month.

Impact #3

The Society marketing team created a new donation form on Cancer.org that sent funds only to breast cancer research.

Benefit #1	5.4% jump in Cancer.org revenue year over year.
Benefit #2	The links created to drive traffic to the Making Strides site were followed by more than 39,000 people throughout the month.

Benefit #1

5.4% jump in Cancer.org revenue year over year.

Benefit #2

The links created to drive traffic to the Making Strides site were followed by more than 39,000 people throughout the month.

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Overview

Cancer.org Donations Rise 5.4% With Help From Google Analytics

Operational Impact

Quantitative Benefit