Persona creation & management for content marketing among target audience, for Europe’s leading automobile manufacturer.

The client wanted a solution, which would help them optimise their content marketing strategy, by targeting specific groups of users based on their behaviour and measuring the performance of each group. They approached WS to provide an appropriate solution for their needs.

What we did

  • Defined groups of users and set up Personas to target them as per their browsing behaviour, via Persona Management module of Ektron CMS v9.1.
  • Identified and tracked the performance of Personas via Google Analytics & Google Tag Manager.
  • Trained the stakeholders from the client & 3rd party vendors on Persona Management and tracking.

Solution Highlights

  • Customisation of Persona Management module of Ektron CMS, in order to identify sources of visitor traffic.
  • Segments and Custom dimensions in Google Analytics were used to identify the behaviour of a Persona.
  • Technical issues related to Ektron were handled through regular follow-up through emails & calls.

What we achieved

  • Delivered a solution to help client optimise their content marketing strategy with data gathered through Personas.
  • Successfully set up personas via Ektron CMS and tracked them through Google Analytics.
  • For complex technical issues related to Ektron, alternate solutions were provided by WS technical team to save time.

Persona creation & management for content marketing among target audience, for Europe’s leading automobile manufacturer.

Industry :
Automotive
Expertise :
CMS Integration , Google Analytics API Integration
Country :
Netherlands

 

 

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