Tens of millions of people know Dave Ramsey’s story: how his financial breakdown led him to discover the path to financial peace and share it with the world. Dave Ramsey is a world-renowned author, educator, and motivational speaker. In 1996, the DaveRamsey.com Web site was launched--primarily as a focal point for information on Dave Ramsey shows, products, and events. It served to amplify Dave Ramsey messages, and increase customer loyalty. The site quickly expanded and, by 2001, was selling books, workbooks, online learning, and events, making a modest contribution to company revenue.
When DaveRamsey.com made platform changes in 2001-2003, technology for marketing was not yet a priority. Google Analytics was brought on board for tracking, but it didn’t drive decisions. It was only much later in 2007 that the first steps were taken to create an advanced marketing platform that would enable automation, optimization, and data-driven decisions. This whitepaper details that journey, along with results.
Read the full case study (PDF, attachment below)
Read CMO.com's "The Data-Driven Organization" blog.