Measurement first for a Melbourne VCE education institution.
TSSM delivers VCE teacher professional development, exam resources and seasonal study programmes from Melbourne. Demand sits in the school calendar, with Winter School and the exam period forming short buying windows.
Measurement rebuild and seasonal paid media for TSSM.
The store runs on custom PHP, and before this engagement its analytics had recorded no purchases at all.
121 rebuilt measurement first. Purchase events were implemented on both the browser and the server through Attributable and deduplicated per order, so every sale is counted once and counted on both sides. Orders in the store and purchases in the reporting now match.
Paid media followed. The Winter School flight was a 16 ad launch across postcode targeted prospecting and retargeting, with budget capped to the offer window rather than spread across the quarter.
A separate VCE exam resources microsite was built for direct sales campaigns. It sits apart from the main store, so an offer can be run against it without changes to the trading site.
The engagement is ongoing. Seasonal spend is now reported against recorded purchases while the season is still running.
The engagement.
Zero to full tracking
Browser and server-side purchase events, deduplicated per order, on a custom PHP store where analytics had recorded no purchases at all.
Seasonal launch
Winter School flight: a 16-ad launch across postcode-targeted prospecting and retargeting, budget-capped to the offer window.
Resources microsite
A standalone VCE exam-resources site built for direct-sales campaigns, separate from the main store.
Purchases their analytics had ever recorded, before us
Sides of every sale now measured, browser + server
Ads in the Winter School launch flight
What did 121 Group do for TSSM?
121 Group rebuilt purchase measurement for TSSM, then ran paid media behind its seasonal programmes.
What industry is this consumer ecommerce case study in?
TSSM operates in consumer ecommerce. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach consumer ecommerce marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Growing an education brand with seasons to fill?
Thirty-minute call. We’ll review your channels, your tracking and your numbers, and tell you what we’d do differently.
Book a Discovery