Challenge
MATCH has been a longtime client of ZaneRay, and given their strong focus on their retail channel, had never used digital marketing before. In the wake of the pandemic, they needed some new levers to pull and shifted focus towards efforts that would grow their D2C channel. As a result of this shift in focus, MATCH partnered with Quiet Owl to set up measurements, test paid search & social campaigns, and improve the online buying experience. These efforts, aligned with ZaneRay and Quiet Owl’s recommendation to move MATCH onto a more modern open SaaS tech stack. The collective consensus, along with A/B testing conducted by Quiet Owl, informed the decision to move forward with a comprehensive website redesign and re-platforming effort onto Shopify.
Influence of Approach
Just as MATCH delved into digital marketing, tracking and privacy restrictions made attribution and analytics more opaque. With low purchase volume, fewer signals for algorithms, and little historical data to spot trends, it was hard to measure the impact of new campaigns in traditional ways. Quiet Owl overcame these obstacles by tracking each milestone in the buying process – not just ad spend and revenue. Touchpoints such as product page views, add-to-carts, and email sign-ups helped gauge how ‘cold’ ad traffic compared to loyal brand customers. This made the limitations of measuring the entire journey from ad click to purchase less critical – and provided more data points for optimization.
Benefits of Approach
This new marketing approach laid the foundation for MATCH to begin building a practice of digital marketing. This meant that MATCH would be less reliant on cookies & ad platform data, which has become much more opaque as privacy laws continue to evolve and Google continues to change the rules of the game. They also benefited from new visibility into their KPI’s through the creation of a monthly digital marketing scorecard which allowed them to scale budgets with more confidence.
