Are you obsessed with ensuring each marketing launch you do makes an impact? Do you track each marketing launch to identify which one worked best? Do you like identifying best practices? We do too! Today’s story shows you how Outlier tracked an impactful marketing launch.
As previously discussed, we track several marketing metrics using the Outlier product. We like to say we’re a small, but mighty team. On October 10th, we released some big product news around Automated Business Analysis. We obviously wanted to track the impact of our press, social, advertising and prospective customer outreach.
How Outlier Tracks an Impactful Marketing Launch
On October 10th, we had a 27% increase in page views on our site. If you’re keeping score at home, you can also see the first spike in late July when we announced Series A funding and the second spike in late August when we announced we were a Gartner Cool Vendor in Analytics for 2018.
In the time in between these announcements, our page view traffic is somewhat cyclical. You’ll also notice the green ribbon or predictive model of page views creeping upwards in the week before our announcement, likely due to us launching a new website a week before the launch. Based on the week’s before traffic and additional historical page views, Outlier tracks and actually predicts the week before our launch will be greater than the week’s previously.
Then we wanted to identify what was contributing as the main source of the page view. We looked to the Outlier Root Cause Analysis feature to help. Outlier offered “Other” and the ABA (Automated Business Analysis) press release as the main contributors. We tagged our press release and three links within the press release using Google Analytics UTM tracking. Sixty-seven percent of our page view traffic on October 10th could be attributed to our press and social activity, which used those UTM links.
Why is This an Impactful Marketing Launch?
We would not have known the impact of this launch as compared to other recent news. One unique thing about Automated Business Analysis is marketers can use it to automatically track their programs. Imagine if you’re a big marketing team who has 10s or 100s of campaigns running daily. The cool thing we wanted to share with other brands is two-fold. 1 – how easy it is to track your programs automatically and 2 – how much cooler is it to one-up your previous programmatic efforts.
Who wants to just launch a campaign or program when you can create an outlier? Our small, but mighty team now wants to create more outliers. Yes, we realize the bar is always getting higher, but that is definitely part of the ride. Arguably, the best part. 😉
You can identify meaningful trends in your data with Outlier. Without Outlier, these kinds of insights would require hours, days, weeks or months of analysis. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can lead to revenue increases. Sign up for a custom demo to hear how Outlier tracks an impactful marketing launch.