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‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
The Next Web, a technology-media company, hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. However, finding the right combination of messages to increase traffic to its conference website was a challenge. The process of testing new messages required significant effort from several teams, including marketing, analysts, developers, and quality assurance. The process was time-consuming and inefficient.
About The Customer
The Next Web is a technology-media company based in Amsterdam, the Netherlands. The company helps users get the most out of technology by bringing them together through extraordinary events and sharing remarkable stories and insights. The Next Web hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company also runs a tech news and culture website, thenextweb.com, which attracts 8 million users a month. The Next Web uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets.
The Solution
The Next Web turned to Google Optimize 360, an integrated part of the Google Analytics 360 Suite, to streamline the process of testing promotional messages. With Optimize 360, marketers can create and launch tests themselves using a visual editor, significantly reducing the time and effort required to set up tests. The Next Web used Optimize 360 to conduct a multivariate experiment to discover the combinations of headlines and descriptions that worked best for driving traffic to their conference page. The integration between Optimize 360 and Google Analytics 360 was a major help in the testing process, ensuring consistency in the data and metrics used for the tests.
Operational Impact
Quantitative Benefit
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