Client overview
Verification required: Who the jeweller is, what it sells and where
Business context
Verification required: Market position, channels in use, team and season
The challenge
Search ads brought in plenty of enquiries, but few of them visited the showroom.
Baseline
Verification required: Starting metrics with their date range
Objectives
Verification required: The commercial targets agreed at the start
Constraints
Verification required: Budget, margin, sales-team capacity, tracking or other limits
Strategy
Verification required: The plan and why it was chosen
Execution
Verification required: What was built and launched, in order
Experiments
Verification required: Tests run, with hypothesis and outcome
What GemTech changed
Split brand from non-brand, added call and location ads, and fed lead quality from the sales team back into bidding.
What else influenced the result
Verification required: Other factors that influenced the result
Key learnings
Verification required: What the team learned
Next steps
Verification required: What happens next