Measuring Success

Semetrical have worked closely with OnTheMarket.com since its foundation in 2014 where we founded the SEO, PPC and Analytics infrastructure for the company. Since then we have worked closely with the company to improve the performance of these service areas as well as branching out into new ones such as CRO.

During this time all channels have grown exponentially and with that new challenges have had to be overcome. Semetrical were set the task of providing a comprehensive marketing report that would allow OnTheMarket to make smarter data driven decisions on spend.

Objectives:

• Provide a reporting suite to allow for a more strategic allocation of budget within marketing.
  

• Give greater clarity on how user journeys and conversion rates vary for different channels. For example, more granular analysis into regional performance and how spend can be more efficiently distributed.
• Look at ways to identify more valuable leads and separate these out.
• Better understand the relationship between SEO and decrease cannibalisation of traffic within these areas.

The first stage was to undertake a full audit of the tacking setup for OnTheMarket to understand which information gaps existed that needed to be filled. From this audit we outlined to development teams any information that needed to be passed over from the server, such as property, location, price etc.

Once the information was accessible from the front end, we configured a series of events and custom dimensions that allowed the information to be passed through to Google Analytics in a structured and accessible manner.

With this information in hand, we utilised the Google Analytics API to extract data from the platform and into data visualisation tools and Excel for further analysis. This formed the basis of a 40-page monthly report shared to the board, as well as key stakeholders. This report quickly became a key part of strategy decisions across the business.