Challenge

Techsmith provides widely popular screensharing and communications tools like Camtasia, Snagit, Screencast, and Morae for digital creatives. They reached out to Empirical Path for help with specific marketing measurement challenges.

• TechSmith needed product-specific dashboards to understand awareness, consideration, and sales stages their star products.
• TechSmith wanted a deeper understanding of the relationship between product trials and sales and marketing investment.

Approach

Empirical Path analytics experts worked closely with Techsmith marketing stakeholders to execute custom tracking solutions.

• Interviewed business stakeholder to understand more about the specific goals and related KPIs needed in the product dashboard.
• Delivered a measurement framework and obtained buy-in from executives.
• Created views in Google BigQuery using Google Analytics 360 data for select trial-related KPIs.
• Built dashboards using Google Data Studio with connections to Google Analytics 360 and BigQuery.

Results

Along with other analytics customizations and data integrity work, key deliverables from this project resulted directly in actionable insights.

• TechSmith now has greater visibility into product performance and has started making strategic reductions and allocations of marketing spend.