An interactive agency uses LivePerson real-time visitor information to optimize its clients’ online marketing initiatives
About BGT Partners
BGT Partners, a global award winning interactive agency, develops interactive solutions that strengthen business relationships, raise productivity and increase brand value. BGT’s service offerings include award winning design, search marketing (PPC / SEO), closed-loop marketing strategies, strategic analytics, and Web Development / CMS Integrations. BGT services a wide range of clients, including many Fortune 500 companies and has unparalleled experience in the verticals that these companies target. The BGT Search Engine Optimization and Search Engine Marketing teams utilize LivePerson solutions to achieve competitive dominance and to maintain granular campaign control and rapid ability to respond to possible early campaign pitfalls. LivePerson is one of the BGT Partners secrets responsible for consistently high conversion rates across client SEM campaigns.
The Challenge
By choice, BGT Partners measures its success by how well the programs they develop for their clients perform. For the Search Engine Optimization (SEO) and Search Engine Marketing (SEM) teams, the stakes are particularly high. SEO and SEM programs are becoming more costly, and pay-per-click (PPC) keywords that are implemented in too broad a geography, or are not tempered with the appropriate match types (broad, exact, phrase, negative), can result in tens of thousands of dollars in cost overruns for clients. To deliver the best value to their clients, BGT Partners needed a way to observe how their campaigns performed in real time so they could implement any necessary adjustments or react to problems immediately.
Limitations of Web Analytics. Like all leading interactive agencies, BGT Partners’ SEO and SEM teams use Web analytics programs to observe trends from aggregated visitor data and track campaign ROI. What BGT Partners’ specialists discovered, however, is that Web analytics, by definition, can only provide insight on events that have already occurred. To ensure a campaign’s success, BGT Partners needed access to visitor trends as they happened.
“The ramifications of too wide a deployment are tremendous. When a campaign launches, we are at the Console monitoring traffic and are prepared to make whatever changes are required ASAP.”
George Stanger
Metrics Manager
BGT Partners