Titleist Vokey: Driving sales forward with analytics
THE PUSH FOR BETTER ONLINE PERFORMANCE
Titleist Vokey Design wedges are big-hitters in the golf-wedge category. When they launched their D2C marketing capabilities in 2020, they wanted an analytics process that would not only report on performance but actually inform daily business decisions and drive online sales. With our solid track record of assisting Vokey, they turned to Red Door once again for support.
Our analytics process needed to accomplish the following: allow Vokey to visualize accurate performance details — at any time — and help them make quick, data-backed business decisions to optimize the performance of their D2C campaign.
In order to define a process for analyzing Vokey’s performance data, we would need to first define their D2C business goals through a Domo Analytics Reassessment. By examining Vokey’s data through Domo, we were able to calculate and agree on the top three goals, which were identified as total wedge units sold, D2C units sold, and of course a positive retainer ROI. From there, we created a roadmap for Domo dashboard updates.
We packaged our analytics process into an Ongoing Analytics Retainer Program. Not only did this allow us to collaborate closely as part of the Vokey team, but it helped us provide performance feedback in real-time. This process made for accurate, actionable, and timely analytics so Vokey could pivot with confidence.Here’s all that our program included:
- Domo Dashboard and Google Analytics Monitoring
- Ongoing Analysis and Reporting
- Weekly Consulting
- Timely Request Support
- Weekly Executive Summaries (covered KPI performance, key takeaways, and recommendations)
- Monthly Strategic Deep Dives into Identified Optimization Opportunities
With a solid analytics partnership in place, Vokey has been able to push sales to the top of their game and exceed initial goals and expectations for D2C even amidst a global pandemic. Through our Strategic Deep Dives, RDI was able to identify and provide 31 user experience and user outreach recommendations, driving significant incremental revenue. That’s not all. To date, our efforts have resulted in:
"As an acting extension of our team, Red Door has played a critical role in bringing product directly to our consumer. They have taken our goals and exceeded expectations while diving directly into our brand and working as a team to bring the best experience possible to our users."