Yesmail Analytics Case Study
Overview:
Yesmail is an award-winning provider of online email marketing solutions for enterprise companies and small to medium size businesses. Yesmail boasts a full portfolio of emarketing solutions and tools including email lists, best practices consulting, direct marketing applications, data management and web-based email marketing platforms.
Objective:
Fully track all website traffic and conversions that take place on any one of multiple Yesmail properties and ensure accurate reporting.
Challenge:
Yesmail owns multiple web properties with users that regularly pass between each domain in a single visit, requiring a custom Analytics installation in order to ensure that cross-traffic isn’t miss-reported. Moreover, Yesmail’s conversion funnels were not properly built to accommodate conversion tracking, requiring a re-working and optimization of the conversion process.
Strategy:
Anvil and Yesmail worked together to completely overhaul Yesmail’s Analytics by implementing cross domain and cross sub-domain tracking code on all website pages. Additionally, new conversion funnels were designed and new pages were developed that both optimized the conversion process and allowed for accurate cross-domain conversion tracking.
Results:
Following implementation, all website statistics began reporting correct numbers and website cross-traffic was fully accounted for. All mission-critical conversions and conversion statistics reported correctly as well, setting the foundation for ROI tracking and reporting. The custom analytics installation was instrumental in assisting with strategic website decisions, decisions on advertising spend, PPC management and overall marketing optimization.