Roll.
A concept from leadership turned into a measurable acquisition channel I came to own end to end. Persona journeys, GA4 and GTM attribution that stitched online enquiries to offline sales, and the campaign creative around it. KCOM's 30-day rolling broadband product.
- Client
- KCOM · 30-day rolling broadband
- Deliverables
- Product page · Persona journeys · Attribution · Campaign creative
- Role
- Product · UX · Analytics · In-house team
- Status
- Shipped · 2024
The full write-up is being written.
This one is still being written up to the same standard as the Dunkin' Doggies case study: the brief, the actual decisions, the things that went wrong, and the numbers underneath. It's worth doing properly rather than quickly.
In the meantime: Roll started as a one-line concept from leadership and became an acquisition channel with persona-aware journeys, a GA4 and GTM setup that joined online enquiries to offline sales, and the conversion reporting to show what was actually working, with the limits of the data labelled honestly.
If you'd like to hear about it before the write-up is live, email me and I'll walk you through it.