Pernod Ricard St Hugo X DR3 Campaign Tracking

Pernod Ricard St Hugo X DR3 Campaign Tracking ↘︎

“Insights will be the key driver of decisions and ultimately the success for this brand

The marketing team will live the motto ‘Insights will inform everything we do’.”

– Maddie Jahnke,
Head of Digital Marketing and Consumer Planning, Pernod Ricard Winemakers

Initial Blind Spots

– Only basic page data is being collected

– No eCommerce analytics tracking – no understanding of customers experience or pain points

– Unable to report on campaign effectiveness or marketing attribution based on campaigns – Unable to tangibly report on the effectiveness of marketing spend

– Email campaigns are not structured logically or consistently so reporting is difficult or limited

– Content is not tracked – no measurement of content engagement

– CTA buttons not tracked – don’t know customer intent or actions

– No structure to data reporting – no tie back to KPIs or business goals. This makes it difficult to determine insights or action customer issues

The Solution: Measurement Driving Insights

By putting analytics tracking in place, PRW is better informed about consumers journeys, experiences and pain points to act and improve conversion and engagement.

– Provides full visibility of conversion across brand and (a first for PRW) direct-to-consumer ecommerce web site

– Ability to measure KPIs and goals across content engagement and user behaviour

– Ability to see at-a-glance details of consumer ecommerce behaviour – the top selling products, sales, average order size, conversion rate etc

– Visibility of purchase funnels by product, cart abandonment analysis and more

– Insights into consumer acquisition including what channels and entry points are the most effective

– With campaign governance, be able to deep drive into campaigns to understand campaign effectiveness – being able to track the consumer from social, email or search campaigns through the website, and where they go next

– Ability to report on subscriptions

The Impact

“We partnered with Digital Balance, a technology agency, to build the right route to market for this exclusive product, our first D2C platform.

We built an extensive measurement framework to drive a test & learn culture.” – Maddie Jahnke

– In the first 9 months over $1,000,000 in ecommerce sales

– First release of merchandise sold out in 7 days

– Increased email subscribers by 400% to over 20,000 people

– Significantly improved overall performance of the St Hugo website

– Engaged with a younger audience in the place they now expect to hear from brands – online

– Successfully broke long-standing category conversion metrics

Church Road: Replicate and Scale

The St Hugo X DR3 use case was created to be able to be replicated and scaled.

Pernod Ricard are now the using the same framework on a second fine wine brand, Church Road – which was deployed in less than a month, thanks to the St Hugo pilot.

Services provided include

Analytics ,
Consulting ,
Data ,
Measurement Strategy ,
Privacy ,
Reports, Dashboards & Visualisations ,
Tag Management ,
Web & App Analytics

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Analytics

Consulting

Customer Experience

Data

Privacy

Solutions For Marketing Professionals

Industry-Specific Solutions

Web & App Analytics

Audience Activation

Behavioural Tracking & Reporting

Customer Segmentation

Digital Experience Platform (DXP)

Experimentation & Personalisation

Customer Data Platform (CDP)

Data Storage

Reports, Dashboards & Visualisations

Data Transformation

Consent Management Platform (CMP)

Tag Audits

Tag Management