Cox Enterprises, a communications and media company, acquired Kudzu for its Cox Search unit to connect homeowners with local contractors. Its Kudzu.com site features expert videos, contractor profiles, consumer reviews, and money-saving deals in every major US city.
The site had deployed Adobe Analytics to measure success in driving subscriptions and consumer engagement. However, the legacy SiteCatalyst implementation didn’t distinguish key content and audience segments, such as paid vs. free listings and geography, and didn’t track video. As a result, management was unable to close the loop between campaigns aimed at merchants and resulting paid listings.
To measure Kudzu’s ads, we audited existing SAINT campaign classifications and simplified naming conventions to enable roll-up and cross-channel analyses. Finally, we integrated this campaign tracking with SalesForce.com using Adobe Closed-Loop Marketing to reveal ROI by channel and tactic.
With these fixes in place, we surfaced multi-dimensional geographic market segments in Adobe Discover to simplify decision making. We created a dashboard of Key Performance Indicators (KPIs) in SiteCatalyst and in Adobe DataWarehouse, powered by Omniture, to summarize results.
Empirical Path provided ad hoc support as well, such as measuring the impact of new editorial content on merchant profiles using SiteCatalyst’s Pathfinder. We also initiated tracking of a Facebook contest’s internal banners and landing pages and a new floating navigation toolbar.
By understanding local markets more clearly, Cox can now easily identify expansion opportunities to better connect consumers with local service professionals. Management now has the data to optimize campaign tactics that increase paid listings and user engagement. The website can test user experience changes more rapidly to find the promotions and navigation elements that best highlight key content, and see engagement with all content, including video.