Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers
Customer Company Size
Large Corporate
Region
- Europe
- America
Country
- Germany
- Brazil
Product
- Universal Analytics in Google Analytics Premium
- Google Tag Manager
- AdWords
Tech Stack
- Google Analytics
- Google Tag Manager
- AdWords
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- E-Commerce
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
About The Customer
Westwing is a leading international ecommerce company for home and living products. Founded in 2011 and headquartered in Germany, the company operates as an exclusive shopping club offering its customers the latest trends in home décor and furnishing products. Westwing is a category leader in 11 countries on 3 continents. As a premium shopping club, it extends special daily offers from top brands and designers to its members. The emphasis is on exclusivity and chic design, with a mission “to inspire and make every home a beautiful home”. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity.
The Challenge
Westwing, a leading international ecommerce company for home and living products, was facing a challenge in understanding cross-device usage patterns and purchasing paths of its customers. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Westwing recognized the need to develop a clear understanding of cross-device usage habits in order to create effective marketing plans. The company began using Google Analytics when the business launched and upgraded to Google Analytics Premium in collaboration with Google Analytics Premium reseller Trakken in 2012, which enabled them to improve accuracy with unsampled data and increase speed with the freshest data possible.
The Solution
Westwing embraced Universal Analytics as soon as it became available. Universal Analytics includes a new set of features that changes the way data is collected and organized in Westwing’s Google Analytics account, so the company can get a better understanding of how users interact with its online content. As Westwing’s sites require users to log in, the company was in a perfect position to take advantage of the unique User ID, a Universal Analytics feature that enables multiple devices, sessions and engagement data to be associated with a unique ID. When that unique ID and any related engagement data is sent to Google Analytics, all activity is attributed to one user in the reports. By adopting the User ID, Westwing gained access to the new cross-device reports to see how users are interacting with the business across multiple devices. Alongside the upgrade to Universal Analytics, Westwing seized the chance to implement Google Tag Manager, which made the tagging update straightforward.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Case Study
Digital Retail Security Solutions
Sennco wanted to help its retail customers increase sales and profits by developing an innovative alarm system as opposed to conventional connected alarms that are permanently tethered to display products. These traditional security systems were cumbersome and intrusive to the customer shopping experience. Additionally, they provided no useful data or analytics.
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
Case Study
Ensures Cold Milk in Your Supermarket
As of 2014, AK-Centralen has over 1,500 Danish supermarkets equipped, and utilizes 16 operators, and is open 24 hours a day, 365 days a year. AK-Centralen needed the ability to monitor the cooling alarms from around the country, 24 hours a day, 365 days a year. Each and every time the door to a milk cooler or a freezer does not close properly, an alarm goes off on a computer screen in a control building in southwestern Odense. This type of alarm will go off approximately 140,000 times per year, equating to roughly 400 alarms in a 24-hour period. Should an alarm go off, then there is only a limited amount of time to act before dairy products or frozen pizza must be disposed of, and this type of waste can quickly start to cost a supermarket a great deal of money.
Case Study
Supermarket Energy Savings
The client had previously deployed a one-meter-per-store monitoring program. Given the manner in which energy consumption changes with external temperature, hour of the day, day of week and month of year, a single meter solution lacked the ability to detect the difference between a true problem and a changing store environment. Most importantly, a single meter solution could never identify root cause of energy consumption changes. This approach never reduced the number of truck-rolls or man-hours required to find and resolve issues.
