Ropo for retailt
Ropo for retailt
17%
17%
Increase
in offline purchases
Increase in offline purchases
The Challenges
A major retail brand in Eastern Europe needed to understand how website visits
affect offline purchases in order to better optimize their marketing budget.
With 85% of purchases made in retail stores and only 15% online, it was important
to understand how digital marketing activities affect offline purchases.
With 85% of purchases made in retail stores and only 15% online, it was important to understand how digital marketing activities affect offline purchases.
The retail brand tasked ROPO for Retail to connect online website
visits to offline in-store purchases.
The retail brand tasked ROPO for Retail to connect online website visits to offline in-store purchases.
THE APPROACH
Since up to a million people a day visit the site of the retail brand and it uses
the standard version of Google Analytics, it was necessary to first set up streaming
of unsampled and raw data to the cloud environment.
To do this, GTM Server-Side was installed on a site that transmitted session
hits with user metadata to the Google Cloud Platform. As CRM data was necessary,
Extremum Digital set up batch data downloads to Google Cloud Platform as well.
To do this, GTM Server-Side was installed on a site that transmitted session
hits with user metadata to the Google Cloud Platform. As CRM data was necessary, Extremum Digital set up batch data downloads to Google Cloud Platform as well.
Since the discount card contains a unique customer ID, it was chosen
as the primary key for combining online with offline data.
Since the discount card contains a unique customer ID, it was chosen as the primary key for combining online with offline data.
This identifier was also assigned to the user during authorization on the site,
and ROPO for Retail used this to retrospectively identify shoppers who are
not logged in on the website but have made purchases in the past.
This identifier was also assigned to the user during authorization on the site, and ROPO for Retail used this to retrospectively identify shoppers who are not logged in on the website but have made purchases in the past.
Once ROPO for Retail identified ‘research online to purchase offline users,
an automated report was created to track the results of digital marketing
channels for offline purchases.
Once ROPO for Retail identified ‘research online to purchase offline users, an automated report was created to track the results of digital marketing channels for offline purchases.
The Result
ROPO for Retail was able to successfully connect online and offline data, and created
an automatic report that provides strategic insight on the company's marketing activities.
It was found that of all offline purchases, 25% had previously done online research on the website.
ROPO for Retail was able to successfully connect online and offline data, and created an automatic report that provides strategic insight on the company's marketing activities.
It was found that of all offline purchases, 25% had previously done online research on the website.
This insight led to significant budget allocations to improve overall marketing performance.
Through ROPO for Retail work, retail brands can better understand customer journeys
and optimize digital campaigns accordingly to offline purchases.
This insight led to significant budget allocations to improve overall marketing performance. Through ROPO for Retail work, retail brands can better understand customer journeys and optimize digital campaigns accordingly to offline purchases.
About client
Industry
Location
Retail
Eastern Europe
PRODUCTS
Google Cloud Platform
Google Cloud Platform
Google Campaign Manager
Google Campaign Manager
Google Tag Manager
Server-Side
Google Tag Manager
Server-Side
Let’s talk
about a project,
collaboration or an idea
you may have
contact us
Start a conversation
sales@extremum.digital
Let’s talk about a project
contact us
Start a conversation
sales@extremum.digital