This 6-month initiative spanned across tactics and channels, requiring ongoing collaboration of NPD & NCSA Marketing, Content, SEO, Web, and Analytics teams.
To improve data accuracy, we outlined robust technical implementation specs which were deployed by NCSA in 2-week sprints over four months. The complexity required frequent working sessions between NPD and NCSA product owners, web dev, data science, and marketing teams.
To improve traffic, we provided a content roadmap that was divided amongst teams for execution. NPD and NCSA collaborated on production, NPD driving strategy and NCSA executing flawlessly. A blog migration was executed simultaneously by NCSA.
To improve the user experience, we conducted interviews with NCSA customers to understand pain points and content gaps. At the same time, NCSA mined their CRM for demographic and sales trends to present a cohesive qualitative and quantitative view.
To improve conversion rates, NPD and NCSA collaborated on CRO and ran experiments through Google Optimize. NPD designed the tests, NCSA developers handled code updates, and NPD executed the tests.