0:01
>> DREW CASEY: We did see a pretty dramatic shift in the types of products
0:03
that they were looking for with us.
0:07
So, I think a lot of it was rethinking what our customers need,
0:09
and really trying to follow the data with what our customers need.
0:15
>> KAREN SAUDER: Urgency to create digital transformation
0:18
and move business online is accelerating.
0:22
A greater focus on ROI and the need to make every marketing dollar count.
0:26
Now's the time to build the digital foundation your business needs to succeed.
0:28
This starts with the new Google Analytics,
0:32
which gives you the essential insights you need to be ready for what's next.
0:34
In today's episode of The Update,
0:39
I'm joined by Drew Casey, Vice President of Channel Platforms at Vistaprint,
0:42
to discuss how digital analytics can help marketing teams
0:45
accelerate their recovery and business growth.
0:51
How's Vistaprint been doing since the pandemic? How has the business changed?
0:55
>> DREW CASEY: As a company that services 17 million small businesses
1:00
across our portfolio, as the pandemic and the global shutdown hit,
1:02
it was something that we saw immediately in our business.
1:06
All of a sudden, people don't need business cards to meet with prospective clients.
1:08
People are going to less trade shows.
1:13
But they need more things like signage, to convey what their operating hours are on the street.
1:19
They need things like floor decals to ensure that they have a good in-store experience
1:21
with their customers and that they can properly stay six feet apart.
1:27
We saw we had an opportunity to actually stand up a business around supplying masks.
1:32
We took a bit of a leap in trying to produce these, and I think we now have a high-quality product
1:36
that’s been a good thing for our customers and good for Vistaprint.
1:39
>> KAREN SAUDER: What kind of business insights did you use
1:42
to make sure your strategy was successful?
1:46
>> DREW CASEY: It was a scary experience, and I think like most organisations
1:49
that rely heavily on marketing and e-commerce,
1:52
we had to make sure that every marketing dollar was really working for us.
1:55
I think with good analytics comes good intel for what your customer wants,
2:00
and I think, again, coming back to this idea of really us as a company trying
2:02
to go to where our customer needs us.
2:07
We saw that clearly in our analytics data in terms of what users were looking for,
2:09
what types of product pages they were landing on.
2:13
>> KAREN SAUDER: What work had you done previously to really set you up to respond
2:16
so quickly during this time, and to succeed?
2:19
>> DREW CASEY: At Vistaprint, we have a long history of being a data-driven company,
2:23
and I think right now it's really a renewed focus on that.
2:26
We've hired a new Chief Data Officer, and so we're making more investments
2:30
into our analytics platforms than we have before while also building on
2:33
what was a good foundation of, I’d say, data-driven decision-making.
2:38
Google Analytics has been key in this for us, and especially in the mask business,
2:42
where we really didn't know what was going to happen in terms of it being successful
2:44
or if there was going to be a high demand for it from our customers.
2:48
GA has been critical to us as we've really tried to monitor it on a day-to-day basis,
2:54
and make sure that the business is doing well, that our customers like our products,
2:58
and that we're actually able to deliver a positive experience across the board.
3:04
>> KAREN SAUDER: So, as your team prepares for the future, where are you investing now?
3:08
>> DREW CASEY: I think for us, automation is more critical than ever. And, if we're doing
3:12
automation and personalisation right, the customer is getting the experience
3:15
that they want and not necessarily the experience that we want to give them,
3:17
and I think that's a better way for us to be operating as a business.
3:20
The new platform that we're standing up, we built it for the future,
3:25
and that it's going to be more event-driven than driven by things like hits and sessions.
3:28
As we think about where Google Analytics is going, we're excited
3:30
that it's going to be moving in that same direction.
3:33
And, I think we also need to just always continue building on the foundational basics.
3:36
So, while we build our new capabilities, it's also making sure that we continue
3:40
to reassess our foundations and ensure we're building on top of a stable structure.
