Data Driven Marketing at Ecosia
Company Size
11-200
Region
- Europe
Country
- Germany
Product
- Ecosia Search Engine
Tech Stack
- Data Analytics
- Search Engine Optimization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Use Cases
- Search & Rescue
Services
- Data Science Services
About The Customer
Ecosia is a social business that operates a search engine, which donates the majority of its revenue to a tree planting program in the Brazilian Atlantic Forest. The company's mission is to have the greatest positive impact per Euro (or Dollar) on Earth’s environment. Technically speaking, Ecosia's offer to end users is a search engine powered mainly by Yahoo and enhanced by its own features such as search tags or sustainability rankings. Founded in late 2009 in Berlin, Ecosia got completely revamped in August 2013 and has been growing rapidly ever since. The company is committed to improving the user experience of more than 2.5 million Ecosians worldwide.
The Challenge
Ecosia, a search engine that donates 80% of its revenue to a tree planting program in Brazil, is looking to scale up globally. The company is competing with major players in the market by providing equal-caliber search quality with a unique value proposition. However, given the number of various data sources and high search volume, it can be challenging to maintain focus and silence a great deal of noise. Additionally, since Ecosia takes the privacy of its users very seriously and doesn’t store any data or employ personalization algorithms, measuring usage and engagement is a difficult endeavor.
The Solution
Ecosia uses data-driven marketing to optimize its growth. The company closely monitors the lifecycle of its users starting with acquisition through activation, retention, referral, and finally - the bottom line - revenue. This logic applies to all of Ecosia's marketing channels such as mobile apps, browser extensions, organic search, referrals, or social. All of these point to and are analyzed within the context of the one metric that matters - the number of searches performed by users. Ecosia also uses Geckoboard, a real-time dashboard that is integrated into the company's decision-making process. The dashboard helps foster a culture of evidence-based practice and allows individual team members to understand their impact on growth rate or user pain reduction.
Operational Impact
Quantitative Benefit
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