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Greenlight and L&G Investments win Web Analytics & Optimisation award at The Digitals
The awards, announced last night at a dinner ceremony at the Grosvenor House Hotel, London, come hot on the heels of Greenlight having been ranked one of the UK's top digital agencies in a report published by Econsultancy.
The Digitals award recognised the agency for its unique approach to Paid Search which resulted in extraordinary results for L&G Investments.
Greenlight used customer segmentation research combined with web analytics data at a granular keyword level - aggregated by Hydra, the agency's proprietary cloud-based analytics and strategy focused platform, to drive a 306% year-on-year increase for L&G ISA applications via paid search, reduce average cost-per-click (CPC) rates by 220% and increase clicks by 432% and ROI by 400%.
The agency achieved this by collecting as much data as was possible from L&G's 2012 campaign, importing this - including paid search and raw web analytics data, into Hydra. Greenlight then added 'usage and attitudes' research of L&G's customer base which detailed its investment behaviours over the 2012 ISA season (January-March). With this data, Greenlight conducted comprehensive attribution calculations to accurately model consumer segmentation on an individual keyword level, using Hydra to aggregate and provide visualisations of the consumer segment density by keyword. This was then employed across paid search for the 2013 season to dramatic commercial effect - a 400% improvement in ROI as the ultimate end result.
Greenlight, which received six award nominations, was also named a finalist in The Digitals B2B, Search Marketing and Retail categories, for its search engine optimisation (SEO) campaign for RS Components, the world's leading high service distributor of electronics and maintenance products.
Greenlight utilised Hydra to identify over 2.8 million search queries that businesses make online for products stocked by RS Components. With this information the agency executed discrete SEO activities based on robust 'effort' versus 'reward' assessments against that huge keyword list. The resulting activities delivered an increase in the brand's visibility in Google for product searches by 1300%, leading to an impressive 1000% increase in directly attributable SEO revenue, equating to £12 million of new revenue. This transformed an offline business into an online B2B powerhouse within months.
Warren Cowan, founder and CEO at Greenlight comments:
"The insights from layering multiple data sets onto search is key to the next level of ROI breakthroughs for our clients, and certainly without our Hydra platform, these big data clues would remain elusive.
We're extremely grateful to the team behind Hydra, as well as the hard work done by Greenlight's analysts, and it's incredible to see our team and our clients' achievements, recognised in such a professional and discerning forum as The Digitals."
Founded in 2001, Greenlight services clients on an international scale across diverse verticals in both the B2B and B2C space. They include LV=, Santander, ghd, Sky, Guardian Professional, part of the Guardian Group, and Millennium & Copthorne Hotels.
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