Delta Apparel

Project Goals

Website Analytics Insights Lead to Multi-Faceted Digital Marketing Relationship

An analytics research project to recommend website improvements based on Google Analytics data led to a long-term relationship between Beacon and Delta Apparel, the parent company of brands like Soffe and Salt Life. Now, Beacon provides on-going analytics support and executes insight-driven marketing strategy. 

The original research pointed to distinct demographic differences, uncovering interesting dynamics between how men and women use the website. Beacon came up with a method to segment users based on shopping categories, then evaluate conversion rates, time on site, average order values and much more. The analysis glean actionable insights that formed the basis of Delta Apparel's digital marketing strategy. 

Beacon's support of Delta Apparel's marketing initiatives grew to encompass paid digital advertising strategies for the Soffe and Salt Life brands. This included keyword identification, creation of ad copy, geotargeting of ad groups, as well as tracking, reporting and optimization of pay-per-click and remarketing campaigns. 

In addition to providing paid advertising strategy and management services for the Delta family of brands, Beacon also helped optimize the Delta websites for organic search. Search engine optimization (SEO) "booster shots" improved the structural setup of the websites, improving their positioning in organic search engine results.  

Outcomes Achieved

  • Improved understanding of demographic differences in user activity on the Delta Apparel website.
  • Actionable insights based on monitoring and interpretation of website Google Analytics data led to increasingly effective paid advertising campaigns.
  • SEO enhancements improved positioning of Delta Apparel and subsidiary brands' websites – Soffe and Salt Life – in organic search results.

Services: Digital Marketing | Google Analytics | SEO | eCommerce Tracking | Conversion Optimization | PPC

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