Boden doubles return on non-brand search terms with IBM Coremetrics

Published on 07-Feb-2012

"“With IBM Search Marketing we have end-to-end visibility of our search program, from vendor impressions and exact search queries, to site conversions and bounce rates, plus the tools to find, capture and control the long-tail of our market.” " - Online Recruitment Manager Boden

Customer:
Boden

Industry:
Retail

Deployment country:
United Kingdom

Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing

Overview

Boden, founded in 1991 by Johnnie Boden, is one of the fastest growing direct order companies in the United Kingdom and the United States. Inspired by the high standards set by US mail order companies, Boden filled a gap that had existed in the UK market for competitively priced, well made clothes, designed with a sense of style and delivered directly to the customer’s door

Business need:
Boden needed a marketing solution to provide reliable performance measurement tools to manage its pay per click campaigns and improve the contribution of non-brand search terms to overall sales.

Solution:
IBM Search Marketing offered metrics that enabled the marketing team to tailor campaigns and respond to opportunities, leading to more than a two-fold increase in sales from non-brand terms.

Benefits:
§Drives significant increases in sales from non-brand search terms, resulting in high return on investment §Helps improve effectiveness of pay per click campaigns, awareness of brands and optimization of marketing budget §Eliminates the need to analyze individual search engine ROI against sales

Case Study

Boden, founded in 1991 by Johnnie Boden, is one of the fastest growing direct order companies in the United Kingdom and the United States. Inspired by the high standards set by US mail order companies, Boden filled a gap that had existed in the UK market for competitively priced, well made clothes, designed with a sense of style and delivered directly to the customer’s door.

Challenge

Boden had long been running a comprehensive pay-per-click (PPC) program using a range of search engines. However, the company wanted to improve the return on non-brand search terms and increase the contribution of those terms to overall sales. The challenge Boden faced was to manage all campaigns while maximizing return on advertising spend (ROAS).

Boden previously measured ROAS by analyzing search engines individually to access cost-related data, then reconciling and calculating it against return information. However, Boden was looking for a solution to manage its campaigns more efficiently. Ultimately, Boden needed a solution that would provide reliable, valuable measurements and make adjustments to the campaigns quickly and easily—a solution that was easy to manage and that delivered trustworthy and relevant data to tailor campaigns.

In addition to improving the return on non-brand search terms, Boden wanted the PPC program to increase new customer acquisition, conversion and brand awareness.

Solution

After reviewing several options, Boden selected IBM® Search Marketing to measure and manage its PPC program. With this solution, Boden took advantage of automatic processes such as tagging and bid management to reduce IT investment. It also means that the marketing team is able to react more quickly and use market opportunities as they arise on a daily basis. Boden was able to easily measure performance up to the keyword level with a unique, integrated view of important actionable metrics, including campaign, ad group and ad text. This capability indicates that Boden knows the ROAS, conversion rates and new customer sales at each level of its PPC program.

The IBM Search Marketing application also integrates the data from all of Boden’s search engine sources, placing the information in one central location. Every action that needs to be completed to refine the PPC program, for example, changing keywords, ad text, landing pages and so on, is achieved from the Coremetrics interface. Essentially, this ability means that Boden doesn’t have to use multiple services or monitor various sources of information. All of the data needed for decision-making and all of the tools required to implement these decisions are available from the Coremetrics interface.

Boden’s PPC program is now much easier to manage, operating all search engine activity from one interface, resulting in faster reporting. It also means that any changes that are required can be made from the same interface and activated instantly, ensuring that the campaign is updated in real-time.

Results

The implementation of IBM Search Marketing has provided Boden with a solution that delivers accurate reporting and the ability to modify PPC campaigns quickly and easily. The solution has enabled the company to monitor its activity in real-time and make productive changes, maximizing the effectiveness of online marketing budget.

Since the deployment of IBM Search Marketing, Boden has witnessed sales from non-brand search terms increase by 125 percent, achieving more than a two-fold growth. The non-brand ROAS has risen by 16 percent, making a significant difference to the profitability of non-brand search terms as a standalone acquisition channel.

These increases imply that customers who weren’t necessarily looking for Boden products nevertheless bought them from the site. Those new customers have ultimately become brand-aware and are more likely to become repeat customers, enabling Boden to further use its brand strength.

Solution components
Software
    · IBM® Digital Analytics
      · IBM Search Marketing

    For more information

    To learn more about IBM Coremetrics please contact your IBM marketing representative or IBM Business Partner or visit the following website: ibm.com/software/marketing-solutions

    Products and services used

    IBM products and services that were used in this case study.

    Software:
    IBM Digital Analytics, IBM Search Marketing

    Legal Information

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