Array's main competitor introduced a groundbreaking terrain-following solar tracker, expanding project possibilities on diverse landscapes globally. Array swiftly responded with an even more impressive product, marking their first launch in over seven years. While their target audience of global developers and EPCs is relatively niche, Array lacked a marketing analytics model for data-driven optimization decisions, a crucial element for a successful product launch.
STRATEGICALLY BOUGHT RELEVANT MEDIA
We strategically targeted our audience where they spend their time. Through a precise paid media plan, we introduced Array's latest innovation, OmniTrack. This approach involved utilizing LinkedIn, paid search, and direct placements with industry publishers, bypassing programmatic methods due to our specific audience size.
DEVELOPED AND ACTIVATED THE ANALYTICS ROADMAP
Gatesman elevated Array's analytics proficiency by creating a roadmap, initiating a performance database, and enabling accessible dashboards for the marketing team. We also improved tracking across platforms for a comprehensive view of the user journey.