Our audit involved a detailed evaluation of Videojet's key MarTech platforms, including Marketo, Hootsuite, VWO, Google Analytics 4, Google Tag Manager, and Google Ads. This thorough assessment allowed us to identify specific areas for improvement and provide targeted recommendations for each platform

For Marketo, we conducted an in-depth assessment of the database health, Salesforce integration, workspaces, GDPR compliance, governance, lead lifecycle stages, lead scoring, and global templates. Key recommendations included implementing a rigorous data cleaning process, formalizing a central workspace, developing a lead scoring model, establishing a sync error monitoring and resolution process, optimizing the opt-out process and preference centers, and creating comprehensive documentation on best practices and guidelines. These actions aim to enhance lead management, improve data quality, and ensure compliance with best practices.

For VWO, we advised expanding integrations with Videojet’s tech stack, leveraging widgets for personalization, and planning for a potential Customer Data Platform (CDP) addition. Our Google Analytics 4 audit included optimizing the structure, cleaning up outdated tracking, and creating custom channel groupings. In Google Tag Manager, we recommended removing outdated tags, configuring additional event tracking, and creating a standard template across all countries. These recommendations are designed to enhance targeting capabilities, improve data accuracy, and streamline operations.

Lastly, for Google Ads, we suggested switching to a revenue-maximizing bidding strategy, segmenting ad groups, and optimizing landing pages to improve conversion rates and overall campaign performance. Specific recommendations included switching to a revenue-maximizing bidding strategy, segmenting ad groups for better targeting, and optimizing landing pages to improve conversion rates. These strategies aim to maximize ad spend efficiency, increase click-through rates, and drive higher conversion rates, ultimately leading to improved campaign performance and higher returns on investment.