Zukunftswerkstatt für Deutschland

Founded in 2008 in Mannheim, Dayton Home & Office GmbH manufactures a wide variety of products for the home, office and other commercial applications, which are then sold via the dayton.de platform. From the beginning, the company turned to Google AdWords and Shopping to attract new customers and drive sales. “Google’s solutions help us achieve average annual growth of 30%,” explains Managing Director Hubert Eisenach. He is most impressed by the suite’s analytical capabilities and the company now has employees dedicated exclusively to evaluating and analysing the data provided by the Google products. “When you start to work intensively with these evaluation tools, you discover a wide variety of opportunities for optimisation,” adds Eisenach. “You can see almost immediately what effect your changes have made, which gives you the power to alter your approach at any time.” The company also makes good use of the keyword search functionality to increase its competitiveness. Dayton also uses Amazon, Facebook and Twitter to make sure his online marketing campaigns are optimal. “Google gives us real time information on how users behave on our site,” explains Eisenach. “All we need to do is draw the right conclusions. From our point of view, Google is an incredibly valuable optimisation partner.”