Google Case Studies Ligne-en-ligne.com & Keley Consulting Leverage Google Analytics to Maximize Marketing Budgets

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	Ligne-en-ligne.com & Keley Consulting Leverage Google Analytics to Maximize Marketing Budgets Google

Ligne-en-ligne.com & Keley Consulting Leverage Google Analytics to Maximize Marketing Budgets

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Healthcare & Hospitals
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Ligne-en-ligne.com, a leader in the French diet and well-being market, relied heavily on its affiliates network to attract new members. However, the team identified a potentially threatening dependence as a large part of the subscriptions came from affiliates, accounting for the largest part of marketing expenses. The team wanted to understand the behavior of customers coming from affiliates, the primary sales driver, and how consumers who choose the highest value offers behave. They also aimed to diversify and optimize their digital marketing budget. To address these issues, they partnered with Keley Consulting, a Google Analytics Certified Partner, to analyze their traffic acquisition strategy. Read More
About Customer	Ligne-en-ligne.com is a leader in the French diet and well-being market. Its community gathers more than 800,000 free members and many thousands of premium members. Through a unique highly-interactive diet and fitness program, a team of nutritionists guides each member to achieve their diet goals. For the past couple of years, Ligne-en-Ligne has strongly relied on its affiliates network to draw in new, free and premium members. As a large part of the subscriptions streamed from affiliates, thus accounting for the largest part of marketing expenses, the team identified a potentially threatening dependence. Read More
Solution	Keley Consulting used Google Analytics’ Multi-Channel reports to create personalized conversion segments to better identify and understand how each channel interferes in the conversions of the different offers. They created new conversion segments to isolate affiliate from the other channels and to split the welcome offers from other, higher value ones. The Model Comparison Tool was used to measure each channel’s influence on the conversion rate according to different schemes. The results of the study led to the development of a new growth strategy. They started by working on SEO and launched an action plan that included a radio campaign in a popular station and a new SEM campaign. They also worked to improve the ergonomic experience of the website’s most viewed pages to ensure that people coming through the affiliate channel would be efficiently caught. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Healthcare & Hospitals

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Ligne-en-ligne.com, a leader in the French diet and well-being market, relied heavily on its affiliates network to attract new members. However, the team identified a potentially threatening dependence as a large part of the subscriptions came from affiliates, accounting for the largest part of marketing expenses. The team wanted to understand the behavior of customers coming from affiliates, the primary sales driver, and how consumers who choose the highest value offers behave. They also aimed to diversify and optimize their digital marketing budget. To address these issues, they partnered with Keley Consulting, a Google Analytics Certified Partner, to analyze their traffic acquisition strategy.

About Customer

Ligne-en-ligne.com is a leader in the French diet and well-being market. Its community gathers more than 800,000 free members and many thousands of premium members. Through a unique highly-interactive diet and fitness program, a team of nutritionists guides each member to achieve their diet goals. For the past couple of years, Ligne-en-Ligne has strongly relied on its affiliates network to draw in new, free and premium members. As a large part of the subscriptions streamed from affiliates, thus accounting for the largest part of marketing expenses, the team identified a potentially threatening dependence.

Solution

Keley Consulting used Google Analytics’ Multi-Channel reports to create personalized conversion segments to better identify and understand how each channel interferes in the conversions of the different offers. They created new conversion segments to isolate affiliate from the other channels and to split the welcome offers from other, higher value ones. The Model Comparison Tool was used to measure each channel’s influence on the conversion rate according to different schemes. The results of the study led to the development of a new growth strategy. They started by working on SEO and launched an action plan that included a radio campaign in a popular station and a new SEM campaign. They also worked to improve the ergonomic experience of the website’s most viewed pages to ensure that people coming through the affiliate channel would be efficiently caught.

Impact #1	Clearer view of the efficiency of affiliation, especially in the long run.
Impact #2	SEO & Referrals proved to be key channels for the most valuable consumers.
Impact #3	Increase in conversion rate and turnover.

Impact #1

Clearer view of the efficiency of affiliation, especially in the long run.

Impact #2

SEO & Referrals proved to be key channels for the most valuable consumers.

Impact #3

Increase in conversion rate and turnover.

Benefit #1	Increase by 11% in conversion rate.
Benefit #2	Increase by 20% in turnover.

Benefit #1

Increase by 11% in conversion rate.

Benefit #2

Increase by 20% in turnover.

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Overview

Ligne-en-ligne.com & Keley Consulting Leverage Google Analytics to Maximize Marketing Budgets

Operational Impact

Quantitative Benefit