Yellow Pages Canada chooses Commanders Act to Enter the Era of Smart Data
Data is Yellow Pages’ lifeblood. As part of its ongoing digital transformation, it wished to improve governance of its marketing ecosystem and above all improve how it collects and leverages real-time customer data.
AN ONGOING DIGITAL TRANSFORMATION
Yellow Pages is a leading digital media and marketing solutions company offering services to small and medium enterprises across Canada.
To enhance its flagship local search service and launch new mobile apps, data plays a critical role in three areas: to analyse visitor behaviour, to improve the relevance of search results, and to provide performance reports to advertisers.
IMPROVE DATA MANAGEMENT, IMPROVE MARKETING AGILITY
In 2012, when redesigning its operational business intelligence systems, an outside audit highlighted the need to standardise its data collection processes. In effect, Yellow Pages was leveraging a portfolio of 15 best-of-breed vendor solutions (CRM, analytics, ad server, etc.) and wanted to simplify governance:
A RIGOUROUS TAG MANAGEMENT PLATFORM SELECTION PROCESS
After discussing with other companies facing the same challenges, the need for a tag management system became apparent.
Yellow Pages issued and RFP listing a hundred or more selection criteria to three international vendors, including Commanders Act. Working with an outside consultancy, Yellow Pages carried out a performance benchmark of the three vendors in a test environment under various simulated user loads.
In addition to the first-place finish at the performance benchmark, Yellow Pages selected Commanders Act for the three following reasons:
Working closely with the Commanders Act customer success team, Yellow Pages started out by defining a data layer spanning 115 variables to address all measured events (page, link, search and visitor) and meet all its analytical needs.
INCREASED MARKETING AGILITY TO ACCELERATE DIGITAL TRANSFORMATION
Since adopting Commanders Act, Yellow Pages has achieved significant gains in marketing agility:
The company is taking advantage of this newly gained speed to more actively manage its portfolio of e-marketing solutions.