Leveraging AI-driven insights and analytics to decode customer behavior and drive smarter marketing decisions.
By agreeing to this Statement of Work (SOW), both parties consent to the terms and conditions outlined herein and in the accompanying “Contract” specific to your project, pertaining to the Services to be performed under this SOW.
Last Updated: Feb 25, 2025
This SOW commences on the subscription, payment, or acceptance date specified in your invoice or scope request and continues until all services are performed and deliverables provided by Virtually(Creative), unless terminated earlier per the Contract. Expiration or termination of the Contract does not terminate this SOW; all applicable terms and conditions of the Contract remain in effect until this SOW concludes.
Virtually(Creative) provides Behavioural Digital Marketing (Analytics) Services to help businesses gather, interpret, and leverage customer data through advanced analytics platforms such as Heap.io, Google Analytics (GA), Microsoft Clarity, and Google Tag Manager (GTM).
This service integrates AI-powered insights to extract unconventional and unique behavioral data, allowing businesses to improve conversion rates, engagement, and customer retention.
This service includes three key deliverables, each focused on optimizing digital marketing through behavioral analytics:
1.Data Readiness & Infrastructure Setup – Ensuring the client’s data is clean, structured, and trackable.
2.Behavioral Data Collection & Segmentation – Setting up tracking and segmentation systems to categorize customer actions.
3. AI-Driven Behavioral Insights & Optimization – Using a highly trained AI to provide predictive analytics and optimization strategies.
Each service offering is detailed in the Scope of Services section below.
Data Readiness & Infrastructure Setup ($1,750 – Initial Audit & Setup)
Ensure data integrity and prepare your business for behavioral analysis.
✅ Data Audit & Clean-Up Strategy
•Conduct a full assessment of existing data quality across GA, Heap.io, Clarity, and GTM.
• Identify gaps in tracking, inconsistencies in data collection, and missing event triggers.
✅ Advanced Tracking Implementation
•Set up custom event tracking for key customer interactions.
• Implement Google Tag Manager (GTM) for scalable tracking updates.
✅ Compliance & Privacy Setup
• Ensure GDPR, CCPA, and data privacy compliance for ethical tracking.
•Implement cookie tracking best practices to balance compliance with effectiveness.
Behavioral Data Collection & Segmentation ($2,500 – Tracking System & Segmentation Strategy)
Build a structured system for gathering actionable customer behavior insights.
✅ Define Key Customer Behaviors & Metrics
•Work with the client to determine high-value engagement actions (e.g., checkout completions, lead form submissions, repeat interactions).
✅ Custom Event Tracking Setup
•Implement custom behavioral triggers in Heap.io and GA.
•Set up user journey tracking to identify drop-off points in conversion funnels.
✅ Customer Segmentation Strategy
• Categorize users based on behavior patterns, demographics, and interaction frequency.
•Develop dynamic audience segments for retargeting and personalization campaigns.
✅ Real-Time Data Validation
•Run live tests to confirm tracking accuracy and troubleshoot discrepancies.
AI-Driven Behavioral Insights & Optimization ($3,500 – AI Integration & Business Intelligence Reporting)
Uncover hidden patterns and optimize marketing strategies using AI-powered analysis.
✅ AI Model Training & Customization
•Train a custom AI model using gathered behavioral data.
• Fine-tune AI to detect trends, predict user actions, and provide strategic insights.
✅ Predictive Analytics & Conversion Optimization
• Use AI to identify which actions lead to conversions.
• Optimize website UX, content strategy, and marketing automation based on AI findings.
✅ Insight-Driven Personalization Strategy
•Create data-backed personalization tactics (e.g., dynamic content recommendations).
•Implement automated messaging and retargeting based on user segmentation.
✅ Interactive Analytics Dashboard (For High-Tier Clients)
•Provide a custom dashboard displaying live behavioral insights and campaign performance.
1) Kick-Off & Data Infrastructure Review
•1-hour strategy session to align on business goals and data needs.
• Review existing data tracking systems and identify immediate gaps.
2) Data Collection & Tracking Implementation
•Install advanced tracking for user behaviors across GA, Heap.io, and Clarity.
• Set up segmented event tracking and funnel analytics.
3) AI Model Development & Testing
• Train AI on historical and real-time customer behavior data.
•Test AI-driven recommendations to refine predictive accuracy.
4) Performance Optimization & Reporting
•Generate monthly behavioral analytics reports with insights and action items.
• Offer strategy adjustments based on AI-generated data trends.
Kick-off Requirements:
To initiate the project, the following are required:
• Approved decision-maker(s).
• Signed Contract.
• First payment processed.
• Scheduled kick-off call.
Timeline Adjustments:
Delays caused by revisions or missed deadlines will necessitate a revised timeline based on Virtually(Creative)’s availability. Additional charges may apply.
Approval Period:
Clients have 5 business days to review and approve deliverables. Lack of response within this period constitutes approval (“deemed approval”).
• All services are provided remotely.
• Clients must provide necessary access to analytics platforms and website data.
•Timely feedback and approvals are essential to maintain the project schedule.
To ensure a smooth workflow and timely delivery, clients are responsible for:
✅ Granting access to analytics platforms (GA, Heap.io, GTM, Clarity).
✅ Providing necessary business KPIs and objectives for AI-driven insights.
✅ Assigning a marketing team member to oversee data strategy alignment.
Dormancy & Restart Fees:
If a project is inactive for 21 business days due to lack of client response, it will be considered dormant and may be subject to restart fees equal to the project’s list price.
Virtually(Creative) is committed to creating inclusive digital experiences by adhering to WCAG 2.1 AA accessibility best practices wherever possible. Our approach ensures that accessibility is prioritized throughout the design and development process.
We utilize automated tools to assess compliance and address accessibility during implementation. However, Customer input may be required for full remediation, particularly for content or features that require specific business processes.
It is important to note that while Virtually(Creative) strives to make websites as accessible as possible, achieving 100% accessibility compliance may not always be feasible due to limitations in WordPress or other technologies. For certain mandatory business processes, a fully code-level accessible solution may not be possible. Accessibility is an ongoing process, and we aim to provide solutions that maximize inclusivity without compromising essential functionality.
We build websites by people, for people. We believe every project should blend creativity with purpose, resulting in a digital experience that’s not only beautiful but also meaningful.
