Hanover Research offers customer-research and analytics to corporate, education, and healthcare sectors allowing organizations to make informed decisions and heighten their effectiveness. The Hanover Research team of 200+ expert analysts provide ongoing research that adapts to each client’s needs. Each year, Hanover Research deploys more than one million surveys to gather their insights.
How could an internal marketing team keep pace with the ongoing needs of three distinct business units while maintaining a cohesive digital strategy? Each year, the Hanover Research marketing team creates campaigns and substantial amounts of content to support its marketing efforts. Unfortunately, their rapid work pace left little opportunity for measurement, analysis, and improvement. Their digital content, while of good quality, was often built as needed and therefore lacked a strong data foundation and full integration with accompanying strategies. Olive & Company was tasked to create a data-driven digital marketing foundation to prove and increase ROI. This entailed validating strategies, improving campaign performance, and guiding ongoing web and digital strategy.
Olive & Company was initially brought in to improve paid digital performance. The scope of our work soon included data-driven performance measurement and analysis. Our duties further expanded with the addition of website improvements and a broader digital strategy, kicked off with a comprehensive digital audit. We used the findings from this audit to implement sweeping strategies that reshaped and guided all digital endeavors. Our efforts also redefined goals and tracking methods so they could scale with constantly expanding online content and campaigns. Olive was then assigned to be the ongoing manager and developer of the Hanover Research website. Foundational to all of these efforts was the enhancement of all online forms to improve integration with their customer relationship management (CRM) tool. This created a stronger connection between marketing data and sales data, which ultimately revealed a more complete picture of ROI. Our role with Hanover Research continues to this day, ever-increasing in scope, and now covers ongoing web development, support, UX refinement and guidance, SEO analysis, design, and content improvements.