Ariat uses data to improve customer experience and drive results
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Retail Store Automation
Services
- Data Science Services
About The Customer
Ariat is the leading equestrian footwear and apparel brand in the United States. Their website - Ariat.com - is an e-commerce sales channel, a branding tool, and a medium to feature their channel partners. Its goal is to facilitate the entire buying cycle from awareness to loyalty. In 2010, Ariat invested heavily in digital by creating a powerful new website. In order to justify the cost and report a return on investment, the new website would require a comprehensive web analytics and reporting program. Beyond just evaluating key performance indicators (KPIs) for e-commerce, such as revenue and conversion rate, Ariat needed to measure the effectiveness of their new merchandising and promotional features, and also the effectiveness of various digital marketing channels.
The Challenge
Ariat, a leading equestrian footwear and apparel brand in the United States, was looking to optimize the performance of its digital marketing channels, increase the effectiveness of its homepage promotions, measure the impact of interactive website features, and understand the value of all conversions, beyond just e-commerce orders. In 2010, Ariat invested heavily in digital by creating a powerful new website. To justify the cost and report a return on investment, the new website required a comprehensive web analytics and reporting program. Beyond just evaluating key performance indicators (KPIs) for e-commerce, such as revenue and conversion rate, Ariat needed to measure the effectiveness of their new merchandising and promotional features, and also the effectiveness of various digital marketing channels.
The Solution
Ariat reached out to SwellPath to assist in the evaluation of analytics tools and general consultation on the measurement strategies for their new site. SwellPath determined that Google Analytics was the right tool for the job, based on its flexible measurement capabilities and advanced analysis tools. They then created a custom measurement strategy and analytics framework to align the data with Ariat’s business goals. This framework ensured that they could measure the effectiveness of their internal promotional campaigns, shopping tools and product page features, and all digital marketing channels. SwellPath also introduced Ariat to “micro-conversion” metrics. These are actions that may not be a straightforward goal completion, but rather support the conversion process or have their own inherent value. For Ariat, this included email signups, sharing content with social media buttons, and outbound clicks to channel partners.
Operational Impact
Quantitative Benefit
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