Previous

D&AD

Digital Audit

D&AD are renowned for representing global creative, design and advertising communities, celebrating brilliance in commercial creativity.

Full digital ecosystem review
dandad

D&AD is a non-profit advertising and design association established in 1962 by a group of designers and art directors including the likes of David Bailey and Terence Donovan. D&AD exists today to stimulate, enable and award creative excellence in design and advertising with its membership representing creative, design and advertising communities worldwide.
 
Filter Digital were commissioned by D&AD in 2017 to review and produce a full audit of their digital ecosystem, in order to make recommendations for future marketing activity and platform management.

Objective

D&AD were encountering some challenges around legacy technology, providing optimal front-end experiences and administration of entries, specifically related to their annual online awards.
 
The overall objective for conducting the audit was to provide D&AD with an objective view of their current digital ecosystem; to best inform them to make future decisions about their ongoing approach to digital and digital strategy.

dandad

Approach

The team at Filter Digital set about utilising our vast experience and expertise to assess the tech infrastructure and processes in place. We interviewed team members across a variety of disciplines to understand current restrictions, challenges and opportunities. We also reviewed current digital marketing performance, quality of code/systems in place, as well as reporting mechanisms and day to day ways of working.
 
The high-level tasks completed include:

  • Visual representation of the digital ecosystem, showing key data movements
  • Review of current CRM engine and user accounts
  • Analysis of current inbound traffic patterns from all channels
  • Report of key stats relating to traffic, sales, memberships across all sites
  • Review of current outbound marketing (i.e. email, social, other) to members and non-members
  • Review of content plan
  • Review of current CMS platform/s
  • Review of tracking setup and reporting structures

Recommendations

Upon completing and presenting the view to management and the wider marketing team, Filter were able to define and complete a number of short, medium and long-term tasks to propel D&AD’s online offering.

  • Recommended changes required to digital ecosystem
  • CRM Engine modifications to user journey/back-end setup
  • Short-term fixes/improvements to digital UX and membership registration
  • Improvements to reporting structures and frequency
  • Areas of 3rd party integration requiring attention
dandad
Event

Do you have a digital challenge you need help with?

We are leaders in solving digital challenges, helping the ambitious brands we work with to transform and thrive.
 
We are always open to meeting new connections, so if you have a digital challenge you need solving, please do get in touch.