Case study
Cross device analytics
increase in AOV for return visitors
platforms unified — iOS, Android, web
predictive modelling enabled
The challenge
The client is a dynamically developing food-service company. For 17 years it has been a reliable supplier of products and solutions in the HoReCa market in Eastern Europe.
The company had an issue understanding user behavior between website, iOS and Android mobile applications — and how it could stimulate purchases and increase AOV via promotions, notifications and more.
The approach
First, Extremum Digital set up mobile analytics hit tracking via Firebase and captured authorized user IDs. It was essential to capture the user’s ID in a custom dimension in Google Analytics as well. All the data was then stored in Google Cloud Platform BigQuery, with everyday data uploads from Firebase and the Google Analytics API.
The crucial problem was that users in mobile apps had different IDs from the website. To solve this, we set up a global user ID used in an OLAP data warehouse for matching. Looker Studio was selected as the BI tool to visualize user overlaps between mobile apps and website, journey maps leading to purchase, and to calculate LTV and predictive LTV.
The result
Extremum Digital connected users’ behaviour from iOS, Android mobile apps and website, calculated user overlaps that allowed it to create notifications and a promo plan. As a result, the client increased Average Order Value for return users by 5% and increased customer Lifetime Value.