Elab Education Laboratory
Elab Education Laboratory helps students study abroad and it is the largest educational agency in Europe. It was the finalist of “The Pioneer Awards 2019” in the “Best Educational Agency” category. Over the course of the cooperation, Datomni was responsible for preparation and implementation of the lead generation marketing strategy spanning across multiple channels.
The approved strategy covered Google Ads setup and optimization, SEO, Facebook Ads setup, and optimization, Snapchat, e-mailing automation, SMS, pop-ups, notification bars on the website and chatbots. Datomni also implemented a number of materials supporting lead engagement, e.g. webinars. Datomni’s team deployed a customer data platform in BigQuery which gathered a few million atomic user activities. This data empowered the success of the marketing campaigns.
As a result of the strategy, Datomni generated several thousand qualified leads, which in cooperation with the sales department and educational consultants achieved Elab’s business goals.
MEDtube is the market leading platform for physicians in Poland and one of the largest initiatives of this type in the world. Professional content is created by thousands of users made available in different languages. MEDtube’s mission is to disseminate medical knowledge enabling doctors to access valuable medical materials. The cooperation focused on generating B2B leads as well as increasing the number of inquiries from business clients.
Datomni used a variety of marketing channels formats, including LinkedIn, Facebook Ads, and a variety of communication mediums (dedicated landing pages, PDF case studies and more). To increase the quality of B2B leads, Datomni used chatbots, pop-ups, as well as dedicated content in the form of PDF case study or specially designed landing pages. Our activities translated into acquiring valuable business leads for MEDtube.
Grafik Optymalny is the Polish SaaS leader in work scheduling. The company has over 1720 customers, including CCC, North Food, Travelist, and Radisson Blu. The company is backed by well-known Polish investors including SpeedUp. So far, the program helped book over 30 million working hours.
Datomni has been working with Grafik Optymalny since its inception. It provided the growth engine development based on a customer data platform in BigQuery. From the very beginning, Datomni has been responsible for the design, implementation and optimization of lead generation strategies.
The team utilized Google Ads, Facebook Ads, LinkedIn Ads, SEO, mailing automations and conversion support tools (chat, pop-ups). Apart from strategy development and campaign optimization, we’ve also taken care of analytics. Apart from the regular Google Analytics setup, Datomni also implemented Google Analytics enrichment (see enrichment case study), which helped reduce the CAC of Google Ads campaigns and provided tons of customer journey insights. As a result, Datomni was able to generate thousands of quality leads.
Elab Education Festival
Elab Educational Festival is the largest festival dedicated to foreign education. EEF is a meeting place for people planning foreign studies with representatives of the best foreign universities. Every year, the festival brings together 3000+ participants from 50 universities and plethora of exhibitors. Over 30 lectures and workshops take place during the EEF. The festival regularly attracts media attention, including Gazeta Wyborcza and Cogito.
At Datomni, we designed and implemented an effective strategy for generating leads. The team synchronized the communication across many different advertising channels and formats, including video, text, and image in Google Ads, Facebook Ads, Twitter Ads, and Snapchat Ads. Datomni also used mailing and SMS automations.
Datomni’s work has generated several thousand leads for each edition of the festival, meeting Elab’s business goals.
Time for Wax
Time for Wax is the largest wax beauty center in Poland. The brand is made of a network of 28 salons, with 500000+ customers served over 12 years.
Datomni has been responsible for audits as well as strategy to generate beauty-related leads. It optimized marketing channels including SEO, Facebook Ads, Google Ads, email and SMS automation, as well as pop-up tools, banners supporting lead quality. The engagement was based on the unified customer data platform which derived deeper customer segments (e.g. excluding customers who visited offline salons). Optimizations of Facebook and Google Ads encompassed both the online performance as well as online-to-offline conversions.
The Datomni’s team created Data Studio dashboards which displayed the performance of all marketing channels and occasionally summarized online-to-offline behavior of leads (salon visits). As a result of long-term cooperation, the team acquired tens of thousands of new beauty leads for the franchise and several thousand new customers.
Datomni had the pleasure to participate in the launch of the Dietomatic brand, supported by a well-known Polish investment group.
In particular, Datomni focused on the implementation of Google Analytics needed for good campaign management and evaluation, migration to Google Tag Manager, implementation of basic e-commerce tracking, conversion goals, Data Studio dashboards, audience groups, custom conversions on Facebook and much more.
In addition, Datomni helped the company create and implement the marketing strategy including several campaigns for various stages of the conversion funnel. It used Google Ads and Facebook Ads.
Student Travel is an award-winning Polish travel agency targeting the millennial segment. The company has been operating for over 14 years and travels with almost 20 000 young people every year. Over the course of our cooperation, we’ve provided a complete service in the areas of strategy, analytics and Facebook campaign management.
First, Datomni enriched data in Google Analytics by implementing User IDs, which allowed cross-device tracking. It also established flawless event tracking, goals tracking, and enhanced ecommerce tracking. Datomni set up and migrated all marketing technologies to Tag Manager.
Secondly, the team set up a customer data platform in Google BigQuery and integrated data from online and offline channels, which helped in the precise targeting of Facebook campaigns. This is how the client segmented and reached customers in the right stages of their customer journey. Datomni created Data Studio dashboards for the unified customer data platform as well for individual channels including the website. Based on the cross-channel user activity data, the team audited automations, SEO, and Facebook campaigns and indicated improvements.
Based on the unified database CDP and audits, Datomni focused solely on creating the Facebook account strategy, running and optimizing campaigns. The team has been responsible for the entire Facebook account throughout multiple seasons (both high and low) and changing inventory. The campaigns covered all funnel stages – from awareness, through engagement, all the way to purchases and post-sale loyalty. We’ve used all major creative formats – videos, banners, copy and tactics including dynamic remarking.
As a result of Datomni’s work and in particular Facebook account management, the team managed to generate over half a million worth of sales with ROAS in excess of 1000%.
Major real-estate company
A large company operating on the real estate market in Poland turned to Datomni for lead generation assistance. The company has been operating throughout the country for over 20 years enabling more than 10,000 real-estate transactions. Datomni has worked with the company on strategic and tactical levels to increase the number and quality of real-estate leads. The team carried out audits and implemented the appropriate analytical tools. The flow between channels was analyzed by using Mouseflow and Hotjar which laid a good foundation to optimize the paid and organic channels.
The organic search traffic increased by several dozen percent for the follow-up months, which increased the number of requests and leads. As part of the activities in paid channels, remarketing in Google Ads was used, which translated into a significant number of conversions of property buyers.
Datomni also used campaigns aimed at both engagement and leads with the use of a dedicated landing page and Facebook lead campaigns aimed at attracting people selling the property, which also resulted in the acquisition of several dozen of real estate leads.
Footmedica is a podology clinic with many years of experience and five locations in Poland. The clinic specializes in therapeutic and nursing podology, orthopedic podology, and physiotherapy. In our cooperation with Footmedica, as usual, the most important thing was to build a proper data collection system. Datomni has integrated tools such as Heap (user interaction with the site, path visualization), Segment, Google BigQuery, Privy, Google Optimize, Tag Manager, and others. We also created Data Studio dashboards to visualise changes in SEO and traffic on the website as well as in the Facebook Ads campaigns.
The main objective of the cooperation was to optimize the online-offline purchasing process, increase the organic reach, number of aesthetic medicine leads, and conversion rate from leads to customers. The general profile of the leads we were to obtain was in the category of aesthetic medicine. Depending on the type of services for which the leads were obtained, we used quantity discounts, price discounts, or specially prepared quizzes on the site.
Thanks to these activities, Datomni obtained several hundred leads. To optimize the flow of users between online activity and bookings, and actual offline operations, the team used Google Ads and Facebook Ads remarketing based on user actions in an external booking system (Versum).
Datomni’s cooperation with Footmedica was close and transparent. The team analyzed results together and planned further actions every two weeks.
Beautikon is one of the largest Polish e-commerce beauty stores. The cooperation included the implementation of the agile method with two-week sprints. Datomni started with audits and improvements of analytics, such as the setup of conversion goals and events, as well as shopping funnel and scripts for enhanced e-commerce tracking. In order to increase data quality, we’ve created filters for selected IP addresses and blocked traffic from bots. We’ve also recommended homepage improvements based on the heat map analysis.
We’ve created Data Studio dashboards, which visualized the changes in the key metrics across Google Ads, Facebook Ads, website, and SEO. The reports included such metrics as shopping hours, user segments, and keywords. After the strategic and analytical stage, Datomni started optimizing and managing the campaigns. SEO optimization consisted of improving internal linking, both to other content on the site as well as products. We’ve improved tags, meta-descriptions, and meta-titles.
We’ve also managed Facebook campaigns by creating target groups covering the entire shopping journey using custom and lookalike audiences. We’ve prepared remarketing campaigns with product feed, and also carried out dynamic remarketing to reactivate the group abandoning the basket.
Campaign optimization consisted of testing the offer (discount), target groups, devices, and creations. We’ve been testing with the optimal time window between the last user interaction with the client’s website and the moment the advertisement was displayed. It was assumed that for each user segment there is a breakthrough moment, after which the probability of conversion decreases significantly. We’ve also executed the Black Friday strategy.
As a result of our actions, the shop purchases exceeded several dozen thousand PLN and ROAS exceeded 1000%.
Isolution is one of the largest companies providing expert services related to projects and solutions in the IT industry. It has over 100 employees and has been operating for 15 years on the international market. Isolution partners with many top-tier companies, including mBank, PKO BP, Getin Noble Bank, Deutsche Bank, and ING.
Datomni’s cooperation with Isolution included obtaining qualified B2B leads across managerial positions at larger companies. To this end, the team designed 3 lead generation strategies, which have translated into dozens of valuable contacts, including those from bluechip companies. With the support of Isolution’s internal marketing and sales team, Datomni worked out the sales process in the final stages of the negotiations with leads. Datomni’s involvement was an essential success factor as well as a valuable sales experience.
Datomni and Isolution have been working closely together, often going beyond the agreed scope of our cooperation.
Household Polish brand
A household Polish brand engaged Datomni for a lead generation campaign attracting visitors to their stand at one of the world’s biggest fairs. Datomni was responsible for the strategy, automation, and campaign management. The team created over 40 ad groups in 12 campaigns across Facebook, LinkedIn and Google Ads, with unique geotargeting capabilities. For lead engagement and qualification, Datomni created videos, banners, and native copy. The team set up landing pages and connected conversion forms to e-mail and SMS automation verifying lead quality. It also used SMS reminders to turn online leads into actual visitors at the stand.
Within 7 days, Datomni delivered 115 qualified leads.
IT’S SKIN is a well-known beauty brand with several showrooms in Poland.
The cooperation aimed to increase the number of beauty leads from online social channels turning into offline conversions at the showrooms. Promotions were carried out periodically every few months. The activities were preceded by building an online-offline promotional strategy. Datomni integrated data from Facebook and LinkedIn channels with information about discount claims at the IT’S SKIN stores. Buyers could use the discount within a certain time window.
Datomni’s lead generation strategy was designed not only to generate leads, but also to verify and qualify them. Once a lead signed up, the information was verified and transferred to the databases of individual showrooms. The team created additional alerts about new leads, which was useful for showroom managers. Users who signed up for promotions received engaging content supporting conversion such as SMS and e-mail reminders about the expiring discount.
The optimization of the advertising budget spent was based on the differentiation of the auction rate per device and the placement of the advertisement on Facebook and Instagram platforms. Greater emphasis was placed on mobile devices and the placement of newsfeed ads on Facebook, and Instagram. As a result of Datomni’s work, the company has generated a few hundred qualified leads.
Kids&Co. is the largest operator of private, bilingual kindergartens in Poland. The company is on a consistent growth path and currently has 14 locations in 8 cities in Poland: Gdańsk, Kraków, Łódź, Poznań, Warsaw, and Wrocław. Kids&Co. ensures the sustainable development of more than one thousand children and includes the nursery service for Polish and foreign corporations. Kids&Co is the winner of many awards, including Polityka’s Architectural Award.
The cooperation began with the company’s brand reboot and launch of the new website. In the beginning, Datomni designed a comprehensive marketing strategy for acquiring online traffic and education lead generation. It proposed a plan for the key micro- and macroconversions, both from paid and “free” traffic sources. Among the proposals were, for example, making an appointment for parents at a specific time and day in the kindergarten and open day forms.
Then, thee team proceeded with the implementation of the analytics stack needed to track full user journeys and conversions. Datomni also integrated multiple marketing tools so that the company’s employees could act upon the leads immediately. The team implemented a CRM system (Active Campaign), which has been integrated with the calendar scheduling. The scheduling calendars have also been integrated with the directors’ calendars according to their availability. Thanks to this, the directors saw and received notifications about new leads. In addition, Datomni installed retargeting pixels, and Google Tag Manager.
The team integrated Google Analytics with CRM Active Campaign so that employees could see the online activities of people who have converted to the site. To integrate employees’ calendars, Google Calendar API and BigQuery were used. Then it was straightfoward to build the Data Studio dashboards showing activities in all channels. We have selected tools to handle and support the conversion.
After the strategic and automation setup phase, Datomni moved on to the education lead generation phase. For this purpose, various channels were used – Facebook Ads, LinkedIn Ads, Google Ads. The team created the strategy for each channel. Thanks to the customer data platform in BigQuery, Datomni could use educated audience exclusions based on the e-mail database of leads.
Facebook and Google ads campaigns were optimized using device, location, and formatting segmentation. Datomni created over 95 groups on Facebook out of which approximately 10 moved on to the scaling phase.
The Datomni’s team was responsible for handling country-wide lead generation for all 18 locations across all channels. As a result of these activities, Kids&Co acquired several hundred high-quality leads and improved the admissions process.