Connecting marketing decisions to website behavior

The situation

HealthMarkets needed digital marketing and conversion optimization support for one of its web properties.

What the project covered

The engagement combined digital marketing consultation, a Google Tag Manager implementation, and conversion optimization campaigns using Optimizely.

The implementation

Implement the measurement layer

Google Tag Manager was added to the web property as part of the marketing technology work.

Run conversion optimization campaigns

Optimizely carried the conversion optimization work, connecting the consultation with implementation on the website.

What changed

The engagement put a measurement layer under the marketing work: Tag Manager implemented, and Optimizely campaigns running against real visitor behavior.

Workflow

1. 01 Marketing questions
2. 02 Tag Manager + Optimizely
3. 03 Conversion optimization campaigns