Building a Data-Driven Digital Marketing Foundation for Hanover Research
Challenge
Hanover Research offers customer-research and analytics to corporate, education, and healthcare sectors allowing organizations to make informed decisions and heighten their effectiveness. The Hanover Research team of 200+ expert analysts provide ongoing research that adapts to each client’s needs. Each year, Hanover Research deploys more than one million surveys to gather their insights. The Challenge How could an internal marketing team keep pace with the ongoing needs of three distinct business units while maintaining a cohesive digital strategy? Each year, Hanover Research creates substantial amounts of content to support its efforts. Unfortunately, a rapid work pace leaves little opportunity for measurement and analysis. The digital content, while of good quality, was often built as-needed and therefore lacked a strong data foundation and full integration with accompanying strategies. Olive & Company was tasked to create a data-driven marketing foundation with proven ROI. This entailed validating expenditures, proving asset performance, and guiding ongoing content strategy.
Solution
Olive & Company was signed to an ongoing contract to improve paid digital performance. The scope of our work soon included data-driven performance measurement and analysis. Our duties further expanded with the addition of website improvements and a broader digital strategy. More recently, Olive conducted a comprehensive digital audit. We used these findings to implement sweeping strategies that reshaped and guided all digital endeavors. Our efforts also redefined goals and tracking methods so they could scale with constantly expanding online content and campaigns. Olive was then assigned to be the ongoing manager and developer of the Hanover Research website. Foundational to all of these efforts was the enhancement of all online forms to improve integration with the customer relationship management (CRM) tool. This creates a stronger connection between marketing data and sales data, which ultimately reveals a more complete picture of ROI. Our role with Hanover Research continues to this day, ever-increasing in scope and now covers ongoing web development, support, UX refinement and guidance, SEO analysis, design, and content improvements. Project Highlights Completed a Market Analysis pillar page to serve as an organic search magnet and thought leadership asset. Facilitated a comprehensive audit of more than 200 website forms. Developed a website continuous improvement roadmap to guide ongoing design and content work. Consistently generated a full pipeline of top and bottom-of-funnel leads for the Hanover sales team. Services Provided Digital Strategy Web Development Paid Digital Advertising Performance Analysis
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