Digital Analytics meets eCommerce – Case Study

E-Commerce & Marketing Data Analysis for a luxury brand

The analysis of business-relevant online data is of great importance in the eCommerce sector. The implementation of digital analytics is a guarantee for success when employees learn how to evaluate tracking data correctly and present it using dashboards. In this way, marketing measures can be properly evaluated so that future decisions are data-based and success can be properly measured.

Our client:

This project entailed working with a client in the premium and luxury sector with a focus on clothing.

Project:

The goal was to build a team in the area of digital analytics within one year and to transfer know-how in digital analytics, performance marketing and dashboarding to this team. In addition, various management dashboards were to be created for daily monitoring of online eCommerce performance.

To be able to realise this project, first the tracking with Google Tag Manager had to be improved and extended. Afterwards, data could be collected and analysed in Google 360.
With this collected data, the following analyses could then be created for the various products and channels:

    • Product performance analyses
    • Click behavior analyses
    • A/B test
    • Funnel analyses
    • Entry channel analyses
    • Box plot analyses for email marketing
    • Budget analyses
    • Prediction based on sessions, conversions and ratios

The dashboards for performance marketing were created using Microsoft Excel. For IT topics, the dashboards were created using Tableau.
Since the amount of data for certain analyses and dashboards would have caused performance difficulties, the data was collected and evaluated directly via SQL queries from the Google Analytics database (Google Cube) in an automated manner.

Tools/technologies

We used the following tools and technologies for this project:

  • Google 360
  • Google Cube
  • Sistrix
  • Google Search
  • R
  • Google Tag Manager
  • Google Optimize Tableau
  • Data Studio
  • Google Ads

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