A new category leader in online pharmaceuticals
30%Increase In Conversion Rate
95% Increase In Organic Traffic
20% Increase In ROAS
15% Increase Average Order Value
Background
As a challenger brand in the healthcare and pharmaceuticals industry, Amcal needed a digital partner to help them improve their digital marketing return on investment (ROI). That's where we came in.
Mission
Amcal approached GMG to help them improve the profitability of their digital business. They had considerable investments in performance channels like AdWords, Product Listing Ads, Retargeting and SEO but were achieving poor ROI.
Methodology
As part of a large attribution modelling project, GMG helped to identify the requirements needed to capture another data layer on the Amcal site. This enabled GMG to better understand the relationship between paid channels and their contribution to customer acquisition. Through ongoing analysis of raw click stream data, we were able to identify and define high value customer segments for advanced targeting.
Process
Once the relationship between channels was better understood, we reallocated media spend to the channels that had the greatest impact in the customer journey. Using this information in conjunction with customer segmentation data enabled us to acquire customers earlier in the buying cycle, which subsequently increased the customer lifetime value.
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