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Siemens Case Study |
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| Issue |
Siemens Energy & Automation markets PROFINET, an industrial Ethernet solution designed to facilitate real-time automation on the manufacturing floor. With solid market share in the European community, Siemens objectives were two-fold: To drive awareness of PROFINET in North America, and to drive adoption of PROFINET as the global standard protocol. |
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| Action |
To aid in this marketing effort, Siemens engaged ClearGauge to design, manage and optimize an online measurable marketing program.
The program consisted of selecting and optimizing keywords, bids, and messages on a variety of search engines as well as providing business level analytics for improved tracking and business decision-making. Using its unique, customized b-to-b enablement of WebTrends, the ClearGauge team provided a measurable, efficient, Paid Search Optimization and Analytics program. The launch program was a success, and resulted in three key learnings.
Final optimized set of keywords that showed, clicked, and delivered results. ClearGauge helped Siemens develop a list of priority keyword terms that delivered results. At the end of the launch phase, Siemens felt confident in their priority set of keywords and the budget allocated to those terms.
Discovery of a vertical search engine that lowered cost per contact. Most of Siemens online search media budget had been allocated to larger, more widely known search engines. ClearGauge introduced Siemens to the idea of purchasing keyword terms on a vertical search engine, Business.com. The terms purchased on Business.com generated a lower cost per contact than any other contracted search engine. |
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| Impact |
Valuable insight on web site content. With the help of ClearGauge, Siemens was able to implement a site tracking and reporting architecture that gave them valuable insight to the content that prospects utilized the most. As a result, Siemens was able to scale their learnings and implement changes to make their site more relevant and engaging to their prospects.
"ClearGauge's online analytics program established accountability with our parent company that we never had before. After working with ClearGauge, our marketing group is rarely questioned about our program decisions, and can provide facts to back up all of our activities. Not only can we say where our money went, but can also say what results were experienced because of our investments. We now have the mentality to ask 'Can we measure that?', 'Can we predict behavior from that?' and know in advance if we should commit funds to a project."
-- Greg Hachtel, Marketing & Promotions Manager, Siemens Energy & Automation, Inc. |
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