\u201cData over rhetoric\u201d is the motto of Jackson Esselman, Vice President of Marketing and Ecommerce for Dynojet Research. He understands the importance of creativity, but it\u2019s the data that makes an impact\u2014if it\u2019s used correctly.<\/p>\n\n\n\n
Dynojet sells parts for power sports vehicles, including dynamometers for measuring automobile horsepower and power sports applications. Essentially, products that drive more performance out of power sports products.<\/p>\n\n\n\n
In a satisfying reflection of the products they sell, Jackson and the Dynojet team were keen to drive more performance from the brand\u2019s website. They were struggling to shake off internal assumptions\u2014a curse of being \u201ctoo involved\u201d\u2014which is where Jackson\u2019s motto originates from.<\/p>\n\n\n\n
\u201cI try to be very cognizant of leading with data over rhetoric,\u201d says Jackson. \u201cI like blue, you like red. Doesn\u2019t really matter. What does the consumer like?\u201d.<\/p>\n\n\n\n
Jackson is a self-proclaimed \u201cbridger\u201d. He\u2019s an advocate for bridging the gap between creativity and data. With a rich background in big media that focused on high-level intangibles, he suddenly found himself in a position where he could drive quantifiable results.<\/p>\n\n\n\n
\u201cIn the ecommerce world, we now have digital tools that allow us to measure each step of the customer\u2019s journey and understand what works and what doesn\u2019t,\u201d he says. But even with a million software tools available, it\u2019s still a tall order to understand the data and what consumers are actually saying based on their behavior.<\/p>\n\n\n\n
It was this struggle that pushed Dynojet to find an optimization partner.<\/p>\n\n\n\n
From the outside, it looked like the team had it all together. They\u2019d already installed heat mapping software, and the dev team was monitoring customer behavior. But there was one small problem: They didn\u2019t know what to do with that information. The Dynojet team didn\u2019t have the bandwidth, internal knowledge, or business acumen to properly articulate or even measure consumer behavior, let alone understand what to do with the results.<\/p>\n\n\n\n
\u201cThis is where The Good helped us understand and articulate what initiatives or what action needed to be driven out of the insights,\u201d says Jackson. \u201cWe were struggling to understand the customer journey and how we could refine that journey to reduce roadblocks to conversion.\u201d<\/p>\n\n\n\n