Axon Helped Form a First-Party Data Collection Strategy To Map Site Visitors

Before the campaign, ACS lacked customer engagement insights across its separate digital channels, including its website, social platforms, paid advertising, and organic search.

After implementing Axon to analyze the charity’s website, Cancer.org, and invidiual digital channels, we identified missing First-Party visitor information and identified opportunities to improve the website’s tagging structure. This allowed us to track the website’s visitor navigation, including their sources (e.g., organic, paid advertising, social channels, etc.). 

Through this analysis, we established the foundation for a sophisticated ACS audience segmentation strategy, enabling personalized creative messaging based on each user’s donation history.