Inflow Case Studies Huge Revenue Increase After Data-Oriented Campaign Changes: A Case Study on TotalHomeSupply.com

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	Huge Revenue Increase After Data-Oriented Campaign Changes: A Case Study on TotalHomeSupply.com Inflow

Huge Revenue Increase After Data-Oriented Campaign Changes: A Case Study on TotalHomeSupply.com

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Applicable Industries	Retail
Applicable Functions	Procurement
Use Cases	Traffic Monitoring Transportation Simulation
Challenge	TotalHomeSupply.com (THS), an eCommerce site specializing in selling products for private homes and businesses, was facing challenges in tracking conversions and determining the full value of their campaigns. The lack of call tracking made it difficult to identify where some conversions were coming from. Additionally, the client had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. The challenge was to overhaul the shopping strategy to focus on high-margin, best-selling products and implement a data-oriented approach to improve campaign effectiveness. Read More
About Customer	TotalHomeSupply.com is an eCommerce site that specializes in selling products for private homes and businesses. Their product range includes air conditioners, heaters, fireplaces, appliances, and other home and business needs. They were facing challenges in tracking conversions and determining the full value of their campaigns. They had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. They sought a data-oriented approach to improve their campaign effectiveness and increase revenue. Read More
Solution	The solution involved a comprehensive analysis of all data from Google Analytics to develop a holistic approach to measuring success metrics. The team took into account lead volume and attribution in optimization efforts, considering that a lot of traffic calls first to do research prior to purchasing. The team improved both product-related search campaigns and Shopping campaigns. The client tracked these leads and provided sales/revenue data for them, which confirmed the team's hypothesis after looking at Analytics. The data-driven strategy, combined with the client's need to push certain products, drove the shopping strategy and yielded significant gains year over year. Read More Log in to view content
Contents

Applicable Industries

Retail

Applicable Functions

Procurement

Use Cases

Traffic Monitoring

Transportation Simulation

Challenge

TotalHomeSupply.com (THS), an eCommerce site specializing in selling products for private homes and businesses, was facing challenges in tracking conversions and determining the full value of their campaigns. The lack of call tracking made it difficult to identify where some conversions were coming from. Additionally, the client had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. The challenge was to overhaul the shopping strategy to focus on high-margin, best-selling products and implement a data-oriented approach to improve campaign effectiveness.

About Customer

TotalHomeSupply.com is an eCommerce site that specializes in selling products for private homes and businesses. Their product range includes air conditioners, heaters, fireplaces, appliances, and other home and business needs. They were facing challenges in tracking conversions and determining the full value of their campaigns. They had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. They sought a data-oriented approach to improve their campaign effectiveness and increase revenue.

Solution

The solution involved a comprehensive analysis of all data from Google Analytics to develop a holistic approach to measuring success metrics. The team took into account lead volume and attribution in optimization efforts, considering that a lot of traffic calls first to do research prior to purchasing. The team improved both product-related search campaigns and Shopping campaigns. The client tracked these leads and provided sales/revenue data for them, which confirmed the team's hypothesis after looking at Analytics. The data-driven strategy, combined with the client's need to push certain products, drove the shopping strategy and yielded significant gains year over year.

Impact #1	The implementation of a data-oriented approach to campaign strategy led to a significant increase in revenue for TotalHomeSupply.com. The comprehensive analysis of data from Google Analytics allowed the team to develop a holistic approach to measuring success metrics and optimizing efforts. This led to improvements in both product-related search campaigns and Shopping campaigns. The client was able to track these leads and confirm the team's hypothesis, leading to a shift in focus to higher-value products. This strategy, combined with the client's need to push certain products, drove the shopping strategy and yielded significant gains year over year.

Impact #1

The implementation of a data-oriented approach to campaign strategy led to a significant increase in revenue for TotalHomeSupply.com. The comprehensive analysis of data from Google Analytics allowed the team to develop a holistic approach to measuring success metrics and optimizing efforts. This led to improvements in both product-related search campaigns and Shopping campaigns. The client was able to track these leads and confirm the team's hypothesis, leading to a shift in focus to higher-value products. This strategy, combined with the client's need to push certain products, drove the shopping strategy and yielded significant gains year over year.

Benefit #1	Costs increased by approximately 9%
Benefit #2	Revenue grew by approximately 199%
Benefit #3	Revenue growth from a focus on shopping was 186 percent, which far outpaced costs (+48 percent)

Benefit #1

Costs increased by approximately 9%

Benefit #2

Revenue grew by approximately 199%

Benefit #3

Revenue growth from a focus on shopping was 186 percent, which far outpaced costs (+48 percent)

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Overview

Huge Revenue Increase After Data-Oriented Campaign Changes: A Case Study on TotalHomeSupply.com

Operational Impact

Quantitative Benefit