We help you use data to transform your customer experience, through developing and executing a holistic data-driven Activation, Experimentation and Personalisation strategy that proves value and results.
Legal & General is the leading UK insurance, pensions & investments provider. As more consumers are researching and buying insurance products through digital channels, understanding their online behaviour and being able to test and optimise these channels is vital to driving ROI.
Following the implementation of Adobe Target on the website, L&G had the opportunity to use this tool to optimise the site performance via A/B testing. This was the first time this functionality was available at L&G, so there was a need for customised Adobe Target training for the digital marketeers.
Station10 were already working with L&G across various digital projects, and were embedded within several teams, with a deep understanding of their business structure and objectives.
Before the training, we asked each of the trainees what their previous experience was, and what they wanted to achieve from the course. The attendees had a range of previous knowledge and key objectives, from owning the optimisation strategy to being able to build and QA the A/B tests themselves.
We then created a tailored, interactive training course for three different audiences within L&G, personalising the training content and A/B test examples for their business. We ran both 2 day and 1 day courses depending on the groups’ requirements.
The attendees ended the course with knowledge of key testing fundamentals, how to build and QA various types of tests including A/B, MVT and targeting activities, and how to interpret statistical results. They are empowered with the ability to build a strong optimisation strategy and deliver a data- driven testing and personalisation programme that is focused on driving conversion and ROI.
Take a look at what our client said…
Developing and embedding key skills is vital for the success of Legal & General’s data transformation programme. We are extremely excited about the potential of our optimisation programmes, but these will only achieve their goals if our teams can use and understand it properly. Station10’s expertise in optimisation in general, and Adobe Target in particular, has been invaluable, and their ability to translate, communicate and embed this has really empowered our teams.
At the beginning of 2020, Saint-Gobain already knew how business-critical e-commerce was, but at what pace they needed to move in early 2020 was unknown back then.
Saint-Gobain is the parent company of dozens of household name brands in the UK and Ireland, including Jewson (builders’ merchants), Graham the Plumbers’ Merchant, Artex and Bassetts bathroom specialists.
When the Covid-19 pandemic hit the UK, and builders’ merchants were forced to close along with other stores, e-commerce suddenly became the only way for many businesses to keep trading.
And in lockdown, demand for building materials continued, as many building and construction projects were allowed to continue. But with stores closed, there was a supply problem. Digital became the only route to market.
Turning Jewson into an e-commerce brand
The old Jewson site only allowed customers to research products and then contact a branch; but not to buy online. But with their digital transformation project already well-advanced, Saint-Gobain were in a strong position to take their e-commerce platform to market within weeks, thanks to the agility and flexibility of their web developers and e-commerce data specialists, including Station10 as part of the cross-disciplinary team.
Saint-Gobain knew that a functional e-commerce platform alone wouldn’t be enough to keep them ahead of their competitors in a changing market.
That’s where we came in.
Data Insight
Jewson recognised that understanding customer behaviour on their new platform was the cornerstone to long-term business success. The Jewson team had the vision and foresight to build a long-term insight strategy. Setting up the infrastructure to accurately collect behavioural data from the launch of the platform was just the start of this journey.
And then Covid-19 happened, suddenly making digital, and the customer insight surrounding it, even more vital. Digital business transformation takes more than a functional e-commerce website, as some businesses are finding to their cost, as lockdown drives changes in consumer spending habits.
How we helped
Station10’s role in the Jewson e-commerce website was to ensure that they would be able to track and analyse customer behaviour – from who is looking, and when, to basket contents, dropped baskets and purchase history – adding value to the e-commerce proposition.
We worked with Saint-Gobain and their other development partners to document their requirements, design the solution, and implement Adobe Analytics and Target, as well as other smaller marketing tags, and thoroughly test everything.
Station10 was working specifically for the Jewson brand, but we knew Saint-Gobain intended to move other brands over to the ecommerce platform in the future, so we designed our solution with this in mind. This meant ensuring that it would work with multiple brands in the future; allowing ease of use for individual brands only concerned with their own data, while also providing a top-level view across brands.
We then worked with the Saint-Gobain analytics team to upskill them in the tools, both in terms of formal training and ad-hoc support, and stepping in to fill the gap while members of Saint-Gobain and Jewson teams had to turn to other Covid-19 critical deliverables.
We’ve been able to measure the migration of users from the old site to the new, and are now working with Jewson to leverage the integration between Adobe Target and Analytics to optimise and personalise the website for users.
And in the words of the client:
Adélaïde Méal – Head of Digital Data Innovation & Architecture, Saint-Gobain UK & Ireland says…
“In the ever changing digital world, Saint-Gobain UK is at the cutting-edge, delivering the very best customer-focused digital initiatives driven by customer needs. Saint-Gobain is surrounded by a group of partners working in an agile environment who are helping us to deliver some of the most valuable experiences for our customers.
Station10 plays an important role in helping dealing with our challenges, by making sure our systems can handle the surge in demand, transitioning to working from home, securing our environments and ensuring business continuity. They helped us not only to adapt to a new reality, but also gain long term benefits for our organisation.
Thanks to the Adobe stack and Station10’s development, we understand our most profitable customers. We can personalise as well as optimise in order to deliver an unified user experience and achieve a 360 view across channels.
Station10 help us to orchestrate the SGBD UK data analytics implementation to deliver against strategic recommendations and lead the team with a strategic approach – this includes governance, accuracy, storage, vision, roadmaps, selection and deployment of data analytics tools.”
Ladbrokes plc is a leader in the global betting and gaming market with annual group revenues of more than £1 billion.
Digital channels have revolutionised the gaming industry. The trend towards mobile has meant that online betting has quickly gained traction.
Increasingly, consumers are using mobile devices to gamble, making online the fastest and most effective channel through which to engage consumers and increase turnover. In order to optimise the business for a data-driven future, Ladbrokes wanted to get more out of the data at its disposal.
Business Challenge
To support effective business growth, Ladbrokes wanted greater visibility around its key metrics and KPIs, across their different channels. The gaming company saw most consumer engagement on Saturdays and needed to monitor this activity more closely so that it could ensure weekend targets were met.
They wanted to automate intra-day reporting, segmented by channel so that different consumer touch-points could be analysed individually. This would allow the team to work with the data in a more deliberate and strategic manner. Rather than simply reporting on the status quo, time and energy could be spent on using the data to influence decisions and implement effective change, to ensure that Ladbrokes continually met its targets.
Station10’s Solution
Station10 helped Ladbrokes get more out of its current data analytics capabilities. Using the intelligence that Ladbrokes was already gleaning from its Analytics tool, Station10 worked to optimise strategic performance monitoring by setting up automated real-time reports, distributed automatically via email, during the peak period.
Step one: Data-driven optimisation
Station10 gathered the requirements for the performance report and established key metrics. Segments and API queries were then created to pull this information into a report, which was programmed to extract data and update itself at regular intervals. This then triggered an automated e-mail to be sent out, which included the latest figures as well as a cumulative view of results for the entire day.
Step two: Go further with data
Ladbrokes were keen to go further. Google Analytics was providing Ladbrokes with vital information, but there was potential to harness more data intelligence.
Ladbrokes’ Google Analytics data was next replaced with a more reliable and detailed data-set that included precise transactional and financial figures. Ladbrokes could then see which channels were performing best and which required optimisation.
As with any good data innovation programme, this project only kept evolving.
As the programme developed, more data was added from different departments so that information from Customer Services and IT Operations were included in the real-time reports. This armed the teams with further information, allowing them to gain a better view of overall performance and enabling them to keep track of and resolve any issues as they occurred.
Having been so effective at monitoring and optimising weekend performance, this automated solution was then extended to report on activities during big gaming events, such as The World Cup and Cheltenham. Now Ladbrokes uses the system every day so that the business has a comprehensive understanding of its on-going performance and can keep itself on track each day.
Business Benefits
Access to real-time data intelligence enables Ladbrokes to track its performance more accurately. This empowers the business to make more informed decisions and any necessary changes, quickly, to ensure that revenue targets are met. Ladbrokes now benefits from:
Greater insight into key performance metrics
Enhanced visibility across the business
Improved internal communication and collaboration
Better informed and more strategic decision making
Teams encouraged to meet or exceed targets
Future data insight programmes involving Customer Targeting based on segmentation of consumer behaviour
From great insight comes effective action.
Having harnessed its own data to gain a greater understanding of its performance, Ladbrokes was eager to drive more from this intelligence. The gaming company subsequently engaged Station10 to help it capitalise on its data further to directly target its customers based on behavioural segmentation.
Saint-Gobain is the parent company of dozens of household name brands in the UK and Ireland, including Jewson’s (builders’ merchants), Graham the Plumbers’ Merchant, Artex and Bassetts bathroom specialists.
Saint-Gobain have recently rolled out a new digital e-commerce platform to allow their customers to buy products online – something that wasn’t possible on their legacy website. As part of their digital strategy, Saint-Gobain were looking to optimize and personalize their online platform to provide the best user experience for customers and chose Adobe Target to fulfil this need.
The impact of coronavirus has led to an increased demand for online retail, so having the ability to optimise the digital user journey and enhance the user experience on the website has become even more critical for the business.
The Problem
Saint-Gobain wanted to create a robust, forward-looking optimisation strategy to drive customer loyalty and ROI.
With their recent investment in a new optimisation tool, the digital team chose Station10 to provide consultative support on building out an effective testing and personalisation strategy and framework, as well as assisting with the launch of the first few tests.
Our Solution
Why did they choose Station10?
Station10 were already Saint-Gobain’s chosen partner for analytics and insight, having previously implemented their web analytics tracking across multiple brands. With the knowledge and understanding of Saint-Gobain’s business, we were in the perfect position to support the creation of a comprehensive optimisation strategy.
What did we do?
Initially, we implemented Adobe Target on the Jewson website via Saint-Gobain’s tag management solution, Adobe Launch.
Following this, we proceeded to provide recommendations for their optimisation strategy, facilitated the creation of a testing roadmap, and supported the team in the launch of the first few campaigns.
What was our process?
Station10 engaged with key stakeholders across a wide variety of teams (such as marketing, product and UX) who would input into the optimisation programme, in order to identify and document the business requirements.
We took these requirements and translated them into a strategy proposal. This provided tailored, specific recommendations for an effective programme delivery, addressing key areas such as measures of success, key operational processes, and team enablement.
Following this, the Saint-Gobain team were able to create a list of initial test hypotheses. We worked in collaboration to refine the ideas, and Station10 created a prioritisation scoring model which enabled the visualisation of a testing roadmap. We also ran prioritisation workshops with key stakeholders.
Station10 led a half-day training session with the team members who would be involved in managing and delivering the test execution process using Adobe Target. This covered topics such as key terminology, test creation, audiences, QA and reporting.
The final step of the project was to provide kick-start support for the Saint-Gobain team for the launch of their initial tests. We created a test planning template and built these out for the first two tests, assisted with campaign setup within the optimisation tool, monitored the test progress, and delivered conclusion reports with a full analysis.
With our existing knowledge of the analytics implementation and how this integrated with the optimisation solution, we were able to provide recommendations and easily implement additional tracking that would be useful for both optimisation and insight purposes.
Business Benefits
As a result of this project, Saint-Gobain have a strong optimisation strategy in place for testing & personalisation on the Jewson website, with a framework that is easy to apply across Saint-Gobain’s multiple brands.
Using Adobe Target in conjunction with their existing technology stack, Saint-Gobain are able to provide an optimised experience for their customers. They have the ability to test and personalise content to find the best combination of messaging and design in order to drive conversion. With the detailed documentation, process and training delivered during this project, the team are enabled to kickstart the programme with confidence.
The Future
Adobe Target enables Saint-Gobain to take informed action to optimise their website based on how their customers behave within the customer journey. Now that the tool is implemented and integrated with their tech stack for the Jewson brand, the team’s next steps are to roll out Adobe Target across other brands. This project has provided a firm foundation for planning and executing an effective optimisation strategy from the outset.
Through the capabilities of the optimisation tool itself, the creation of a robust strategic and operational plan, and delivery of tailored training, the Saint-Gobain team are empowered to build and execute data-driven tests that provide actionable insights based on a statistically solid foundation.
Following the initial implementation on the Jewson website, Station10 are involved in the rollout of Adobe Target across other key brands, ensuring a standardised and consistent approach.
As Saint-Gobain evolve their optimisation and personalisation capabilities, we will continue to provide ongoing strategy and execution support to assist their ambitions in delivering the optimal customer experience.
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