DOTTO | GRAPH Case Study
OBJECTIVES: Marketing Attribution, Conversion Tracking, Growing Email Database
INDUSTRY: Beverages, Wine & Spirits
WEBSITE: bellionvodka.com
The Problem:
In the United States, alcohol brands rely on a 3 tier system which prevents them from being able to sell products directly on their website. Instead, these brands work with 3rd party retailers and hosting sites, such as Passion Spirits, to process and ship orders to customers.
Bellion Spirits had been working with Passion Spirits for several months, but because they don’t own the domain, they weren’t able to see analytics, track conversions, or attribute sales from any marketing campaigns.
In layman’s terms, Bellion had no idea what was driving sales and because of this, they were reluctant to initiate any major marketing campaigns on social media or through ad networks.
Dotto has given us access to data we’ve never had before.. Now we can visualize every step of the customer’s journey and identify market trends across all networks. Without it, we wouldn’t be able to scale in the same capacity we have. ”
– Director Of Operations, Bellion Vodka
The Solution:
We worked with the Passion Spirits team to install our Dotto script on Bellion’s subdomain which included their product, cart, checkout, and thank you pages. In addition to that, we installed Dotto on Bellion’s main site to see how many users clicked through to Bellion’s product page on Passion Spirits. By doing so, Bellion is now able to track how many users visit those pages and make a purchase.
Next, we created goals in Dotto for anyone who reached the thank you page on Passion Spirits by making a purchase. This allowed Dotto to not only track conversions, but also accurately attribute sales to any and all marketing campaigns moving forward such as retargeting ads & email marketing.
When comparing Google Analytics vs Dotto, we noticed that Dotto tracked 24.7% more visitors on Bellion’s website. For brands that rely on proper tracking and website data, it is clear Google Analytics is not the best solution.
After reviewing the results, Dotto was able to track 92% of sales on Passion Spirits. Lastly, Dotto was able to identify 200+ leads every month that visited their website and/or Passion Spirit’s product page by name, email, & postal address.
Bellion utilized this 1st party data for email retargeting & display advertising yielding great results.
Cross Domain Tracking & Marketing Attribution:
As stated before, Bellion’s biggest issues were cross-domain tracking & marketing attribution since all of their sales took place on a 3rd party website.
By installing Dotto’s script in Google Tag Manager (GTM), Bellion was able to track users on both websites right away. As you can see below, Dotto tracks conversions (goals) and more importantly, shows you exactly where the customer came from.
While the Campaigns section below only displays email campaigns, users would see any other marketing campaigns they’re running shown here as well.
Email ReMarketing:
With Dotto, we recommend nurturing leads with welcome flows in the beginning for the best results. Bellion’s team agreed and implemented our Lead Nurture Flow which consists of 4 emails featuring product details, customer reviews, news/media features, & discount codes.
Interview:
We asked Madeline Finaly, Director Of Operations at Bellion, to tell us a little more about how Dotto was able to help them scale:
Prior to utilizing Dotto and its full range of services we would have to go to a number of different sites on a day to day basis to collect data from each one. We would then compile that data, analyze it and act on it to try and elevate our customers’ experience. Unfortunately we were basing those decisions on only a piece of the puzzle instead of having all the pieces to understand the full picture.
Now, Dotto not only collects, compiles and analyzes that data for us, but includes the data we were previously missing, therefore showing us the full picture. Without Dotto we would not be able to gather the majority of the analytics we have access to today.
I wish I could say seamless, but we made it difficult. We presented a number of goals we wished to accomplish through utilizing Dotto, including goals that others had told us were impossible to achieve through our previous set up. John and his team took those into account and delivered in every way possible. They worked efficiently and with a high level of communication to ensure that we understood every step of the process. In the end, Dotto was up and running within a week and running smoothly.
The dashboard! As I mentioned before prior to utilizing Dotto we would have to navigate through a number of different sites to gather key data points. Now with Dotto we have a straightforward, one-stop-shop dashboard to show all of those KPI’s in one place. It’s ease of use is amazing, it doesn’t require a lengthy tutorial to understand what each page is and once you are set up it is entirely self sufficient. Some members of our team are less technologically enept than others so it is extremely helpful to have a dashboard that anyone can be given access to and easily understand.
Honestly, we would rather keep the competitive advantage to ourselves! However, Dotto is ideal for companies that find themselves becoming more and more reliant on online sales and communications. After the last year we have seen so many changes within our industry, along with so many others, and Dotto has helped us to navigate through those changes. Understanding your customer is key and Dotto helps you to do that in a world that is becoming increasingly technologically driven.
