Tom Dixon is a widely celebrated global force in interior design selling products ranging from lighting to furniture, from tableware through to fragrance, distributed in over 65 countries. His marketing team approached LogicSpot’s Digital Analytics team with a specific brief to help them:
– understand more about how customers are using and buying from their websites
– make data-informed decisions to improve their websites further
– track performance and spot trends on an ongoing basis
First, we carried out a full tagging audit to ensure that we are collecting all the necessary data to enable intelligent decision making.
Next, we set up a collaborative workshop, with the clear objective of working through what was needed to answer Tom Dixon’s marketing team’s brief. We discussed what points of the customer journey that we would like to explore and analyse further and what tracking implementation needed prioritising to power the necessary insight.
The workshop itself was invaluable, and its output was extensive; together we created and prioritised an action plan of data collection and analytical work that would better help Tom Dixon’s marketing team to understand and react to their customers’ needs.
Work continues, but conclusions from our analytical work will informing a series of CRO experiments.