Data handling and analytics can sometimes offer shocking results, as global B2B company National Instruments discovered after a surprising decrease in an email campaign’s conversion rate.
Key Obstacle: Concern about the new numbers
“When I first saw the number change, I was a bit freaked out,” said Stephanie Logerot, Database Marketing Specialist, National Instruments.
Stephanie, as a strategist, felt her greatest challenge was communicating the new way of looking at the data to National Instruments’ stakeholders outside of the database marketing team. This meant making certain everyone understood why the numbers dropped after implementing the new, more stringent data criteria.
A little background
A recent MarketingSherpa Email Marketing case study– “Marketing Analytics: How a drip email campaign transformed National Instruments’ data management” – detailed this marketing analytics challenge at National Instruments.
The data challenge arose from a drip email campaign set around its signature product.
The campaign was beta tested in some of National Instruments’ key markets: United States, United Kingdom and India. After the beta test was completed, the program rolled out globally.
The data issue came up when the team looked into the conversion metrics.
The beta test converted at 8%, the global rollout at 5%, and when a new analyst came in to parse the same data sets without any documentation on how the 5% figure was determined, the conversion rate dropped to 2%.
While interviewing the team for the case study, as what often happens in these detailed discussions, I ended up some great material that didn’t make it into the case study and wanted to share that material with you.
For the case study, I interviewed Ellen Watkins, Manager, Global Database Marketing Programs, Stephanie, the database marketing specialist, and Jordan Hefton, Global Database Marketing Analyst, all of National Instruments at the time. Jordan was the new analyst who calculated the 2% conversion rate.
In this MarketingExperiments Blog post, you’ll learn how the team dealt with the surprising drop in conversion, and how they communicated why data management and analytics was going to be held to a new standard going forward.
The team overcame this obstacle with a little internal marketing.