DigitalGlobe Identifies Areas of User Interest With Web Map Analytics
DigitalGlobe, Inc. is one of the leading Earth imagery companies providing hi-resolution imagery to government agencies, as well as the oil, insurance, and agriculture industry. Being a proponent of a strong developer community, DigitalGlobe offers an entry level Maps API that supports most open source web mapping platforms.
KPIs & Metrics
Though the company is well established in enterprise consistently growing, management was eager to improve Maps API usage within the developer community. Moreover, wanted insights into which areas of their Maps API were of interest to their potential customers.
DigitalGlobe set out to find insights into user behaviour, optimize website funnels, and adjust marketing campaigns target the developer customer segment. It used methods, including Maptiks web map analytics tracking to which web maps were of most interest to web site visitors. One specifically powerful analytic tool was the heat map showed which areas of their map potential customers were interested in. The heat map revealed that areas such as Guayana, which has notoriously poor imagery, is of real interest to customers. With these areas of interest, DigitalGlobe is slated execute on much more precise imagery content updates for API, as opposed to very cumbersome content-wide updates, saving them hundreds of thousands of dollars and providing with a better product.
Maptiks also helped DigitalGlobe judge which web platforms are of most interest to their customers. supporting Mapbox, LeafletJS and OpenLayers, DigitalGlobe able to identify which platform web map developers use most. Backed by core activity metrics like bounce rates, activities/load, zoom, pan and time spent on map, Mapbox was identified as clear winner.
Today, DigitalGlobe can see which of its web maps have highest conversion rate in terms of activity, allowing them strategically target areas requiring new satellite imagery. Moreover, as a result the company now understands which map libraries are best to highlight and support for its and online users, allowing them to better target their efforts and provide a crisp user experience. With the help of Maptiks, DigitalGlobe is has been able to thousands of users, identify where and how they are with their product and adjust their strategy to add value to future customers. That means happier customers and a bottom line.