CASE STUDY: Glock
Segmentation of Path Analysis Leads to Lift in Sales
About
- GLOCK Inc. is an international pistol manufacturer that produces dozens of models in various configurations. Consumers range from law enforcement, private security, and the federal government to first-time shooters, hunters, sport shooters, and enthusiasts.
Challenge
- Centralize their customer path data to close the gaps between paid and unpaid media channels and the purchase process.
- Connect traditional media campaigns to offline sales.
- Expand their reach to include first-time buyers.
Approach
- Worked with the internal analytics team to audit various attribution platforms that tied back media channels to an extrapolation model for offline sales.
- Selected an attribution provider that could import redirect URLs from print and time logs for TV to tie back to direct navigation and search traffic.
- Segmented media tactics that successfully tied back to product sales and expanded the first-time buyer market. Reached new buyers using programmatic TV, broadcast TV, and display.
- Reinvested low-performing channel funds into tactics that scaled sales and new audiences.
Results
0
%
lift in sales over a two year period
0
%
increase in sales originating with paid media.
0
%
increase in first-time buyer Millennial traffic over a two-year period.
