Gilt Groupe embraces the advanced functions of Google Analytics Premium and experiences a companywide culture shift toward data-driven decision making
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics Premium
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
- Digital Expertise
Technology Category
- Analytics & Modeling - Real Time Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- E-Commerce
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Quality Analytics
- Predictive Replenishment
Services
- Data Science Services
About The Customer
Gilt Groupe is an innovative online shopping destination offering its members special access to the most inspiring merchandise and experiences available. Gilt provides instant insider access to top designer brands at up to 60% off retail. Products span fashion, décor, artisanal ingredients, travel experiences, and unique activities in a growing list of cities. From its launch in 2007, Gilt has worked to create the fastest, most exciting shopping experience online. The company strives to ensure that all customers receive unparalleled service from the moment they enter the virtual doors to the instant a gleaming box arrives on their doorstep. As an inherently digital company focused on user satisfaction as well as growth, it’s vital for Gilt to have a comprehensive web analytics solution in place.
The Challenge
Gilt Groupe, a private shopping site based in New York City, aimed to capture more detailed information at the user level, obtain detailed data for every customer visit and touch point, connect website data to data warehouse, drive more qualified traffic to the website and improve ROI, and cross-reference user purchase behavior with demographic data. The company had implemented Google Analytics in 2011, replacing a previous solution. However, Gilt was subsequently attracted to Google Analytics Premium to access unsampled data and capture more detailed information at the user level in order to make decisions on statistically sound data. The company wanted to examine a wider variety of key metrics in order to gain a more holistic view of customers.
The Solution
Gilt Groupe implemented Google Analytics Premium, which required only very limited implementation, service, and support, but delivered a host of advanced features that Gilt now uses every day. The company was able to request unsampled reports, which provided more accurate data and a clear view of results from both tests and campaigns. Gilt used 20 or more custom variables, which enabled more opportunities for comparison and analysis, as well as A/B testing. The company leveraged the advanced features of Google Analytics Premium to create decision models to predict buying behavior. Gilt also embraced attribution modeling to understand how users pass between different marketing touchpoints. The company learned that basing marketing efforts solely on last-click results could be misleading, and attribution modeling enabled Gilt to pinpoint the best ways to fill both ends of their marketing funnel effectively.
Operational Impact
Quantitative Benefit
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