Google Case Studies ‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360

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	‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360 Google

‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Telecommunications
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	The Next Web, a technology-media company, hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. However, finding the right combination of messages to increase traffic to its conference website was a challenge. The process of testing new messages required significant effort from several teams, including marketing, analysts, developers, and quality assurance. The process was time-consuming and inefficient. Read More
About Customer	The Next Web is a technology-media company based in Amsterdam, the Netherlands. The company helps users get the most out of technology by bringing them together through extraordinary events and sharing remarkable stories and insights. The Next Web hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company also runs a tech news and culture website, thenextweb.com, which attracts 8 million users a month. The Next Web uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. Read More
Solution	The Next Web turned to Google Optimize 360, an integrated part of the Google Analytics 360 Suite, to streamline the process of testing promotional messages. With Optimize 360, marketers can create and launch tests themselves using a visual editor, significantly reducing the time and effort required to set up tests. The Next Web used Optimize 360 to conduct a multivariate experiment to discover the combinations of headlines and descriptions that worked best for driving traffic to their conference page. The integration between Optimize 360 and Google Analytics 360 was a major help in the testing process, ensuring consistency in the data and metrics used for the tests. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

The Next Web, a technology-media company, hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. However, finding the right combination of messages to increase traffic to its conference website was a challenge. The process of testing new messages required significant effort from several teams, including marketing, analysts, developers, and quality assurance. The process was time-consuming and inefficient.

About Customer

The Next Web is a technology-media company based in Amsterdam, the Netherlands. The company helps users get the most out of technology by bringing them together through extraordinary events and sharing remarkable stories and insights. The Next Web hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company also runs a tech news and culture website, thenextweb.com, which attracts 8 million users a month. The Next Web uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets.

Solution

The Next Web turned to Google Optimize 360, an integrated part of the Google Analytics 360 Suite, to streamline the process of testing promotional messages. With Optimize 360, marketers can create and launch tests themselves using a visual editor, significantly reducing the time and effort required to set up tests. The Next Web used Optimize 360 to conduct a multivariate experiment to discover the combinations of headlines and descriptions that worked best for driving traffic to their conference page. The integration between Optimize 360 and Google Analytics 360 was a major help in the testing process, ensuring consistency in the data and metrics used for the tests.

Impact #1	The Next Web was able to streamline the process of testing promotional messages, reducing the time and effort required to set up tests.
Impact #2	The company was able to uncover the right combination of messages to increase traffic to its conference website.
Impact #3	The integration between Optimize 360 and Google Analytics 360 ensured consistency in the data and metrics used for the tests.

Impact #1

The Next Web was able to streamline the process of testing promotional messages, reducing the time and effort required to set up tests.

Impact #2

The company was able to uncover the right combination of messages to increase traffic to its conference website.

Impact #3

The integration between Optimize 360 and Google Analytics 360 ensured consistency in the data and metrics used for the tests.

Benefit #1	Improved its clickthrough rate by 26.5% through a multivariate experiment.
Benefit #2	Improved its clickthrough rate by 107% through an A/B experiment.

Benefit #1

Improved its clickthrough rate by 26.5% through a multivariate experiment.

Benefit #2

Improved its clickthrough rate by 107% through an A/B experiment.

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Overview

‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360

Operational Impact

Quantitative Benefit