Evolving Analytics & Digital Performance

Social listening, SEO, & UX to drive brand value

METHODS USED
Brand health monitoring, SEO strategy, keyword research, Google Analytics reporting, SEMrush reporting, social listening, and customer experience research

TOOLS

COLLABORATORS + STAKEHOLDERS
UX team, CX teams, external agency partners

200+

TEAMMATES USING REPORTING

$1.7M

IN AGENCY SOWs INFORMED BY DATA

8

COMPANYWIDE KPIs CREATED

Everyone loves data-driven decision-making, but with regular business transformation now the norm, the right analytics and tools aren’t always at hand. Instead of guesswork or reliance on costly agencies, I always start with cross-functional collaboration to understand what tools and processes are in place but maybe aren’t being utilized to their full potential.

With rapid bootstrap reporting, we can create baseline situational awareness: How are we doing, what’s working, and what data is still missing? It helps to prioritize projects, inform strategy, and tighten up agency SOWs.

I built two major reporting frameworks in two quarters at no cost. They were utilized by 200+ people, guided SOWs worth nearly $2M, and will drive future strategic direction companywide. This reporting primed our understanding of brand health performance and set the stage for brand architecture discussions by painting a clear picture of topline website behaviors.

DELIVERABLES

Brand Health Monitoring

Healthy brands grow faster, adding long-term enterprise value, making marketing more efficient, and influencing premium pricing and new opportunities. To maintain and improve brand health we needed data to evaluate brand-building efforts and to track brand performance between biennial qualitative brand equity studies (our primary source).

By combining social listening, web analytics, and voice-of-customer feedback, I created an always-on source of brand health insights—a direct line of sight to the drivers of brand health via four metrics:

• Awareness: volume & engagement

• Share of voice

• Net sentiment

• Net promoter score (from CX surveys)

My reporting framework was based on textbook brand equity pillars with the goal of creating a common set of brand KPIs. And my metrics informed each pillar with data we could source reliably. The result was a versatile tool to measure brand performance and a source of actionable insights on brand strategy, content strategy and campaigns, and solutions to customer pain points and unmet needs.

Topline Web Data

After Baker Hughes’ award-winning rebrand in 2019 effectively created the energy technology category, by 2021, we found ourselves in a crowded space with competitors making similar claims. Differentiation was needed. To lay the foundation, leadership asked us to update the brand architecture. Since homepage navigation is the simplest and most visible expression of brand architecture, we wondered what we could learn from current behavior.

With no data available, I went to work painting a picture of how web visitors preferred to explore our products, services, and capabilities. I compiled reporting from Hotjar, Google Analytics, and SEMrush—all of which were owned tools not being utilized for this purpose.

My topline web reporting was utilized widely across teams and laid the groundwork for an agency SOW that will shape the company’s future digital operations structure.