Data analytics and digital marketing strategy for FaderPro

Background

FaderPro is one of the world’s leading providers of online music production training. As a pure ecommerce business, they sell access to video-based training courses taught by major artists.

Situation

In a highly competitive landscape, FaderPro wanted to accelerate their growth. They lacked a coherent marketing strategy and weren’t taking advantage of their extensive digital assets to deliver the best customer experience.

What I delivered

The key to any digital marketing strategy lies in a clear understanding of the customer and their behaviour. I delivered an analysis of existing customer transactional data and followed this up with an interactive dashboard that gives them the insight they need.

Delivered in Google Data Studio, the dashboard combines data from multiple data sources including Google Analytics and Uscreen, the e-commerce video-on-demand platform that powers FaderPro. A key part of getting the data that we needed was the implementation of Google Tag Manager to track important visitor events. I also developed a number of new, calculated fields in the combined data set to uncover deeper insights into their customers’ behaviour, enabling a more personalised customer experience.

In parallel with the data insight work I implemented a variety of quick-win improvements to the user experience, giving prospective visitors a clearer way of navigating the training courses whilst also adding a more professional look to the website to increase visitor trust.

As an ongoing programme of work, I’m now taking the insights uncovered and developing a behaviour-driven, cross-channel customer acquisition and retention strategy. This includes:

• automated, triggered emails tailored to the customer’s interaction with the website

• SEO and content strategy

• ongoing campaign-based email campaigns

• Facebook advertising strategy and implementation

• lead-generation strategy and implementation

I’m also delivering further website usability improvements.

Services delivered

Outcome

• Clear visibility of website customer behaviour delivered in an automated, always-up-to-date online dashboard

• New insight, never before known to the business

• Improved website design and user experience

• Well-defined business KPIs and clear targets for future growth

• 65% increase in website conversion rate

• Strong foundation for retention and acquisition strategies

• Automated, fully personalised email campaigns

• Automated content recommendations based on affinity analysis

• 6x non-brand-term organic search visibility in 12 months

• 3x non-brand-term organic search clicks in 12 months

Technologies used

Want to hear about what else I’ve done? Read about how I’ve transformed DOT PROJECT’s data management approach.