Applicable Industries
- Retail
Applicable Functions
- Procurement
Use Cases
- Traffic Monitoring
- Transportation Simulation
About The Customer
TotalHomeSupply.com is an eCommerce site that specializes in selling products for private homes and businesses. Their product range includes air conditioners, heaters, fireplaces, appliances, and other home and business needs. They were facing challenges in tracking conversions and determining the full value of their campaigns. They had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. They sought a data-oriented approach to improve their campaign effectiveness and increase revenue.
The Challenge
TotalHomeSupply.com (THS), an eCommerce site specializing in selling products for private homes and businesses, was facing challenges in tracking conversions and determining the full value of their campaigns. The lack of call tracking made it difficult to identify where some conversions were coming from. Additionally, the client had preconceived ideas about their best-selling products, which were not aligned with the data available in Google Analytics. The challenge was to overhaul the shopping strategy to focus on high-margin, best-selling products and implement a data-oriented approach to improve campaign effectiveness.
The Solution
The solution involved a comprehensive analysis of all data from Google Analytics to develop a holistic approach to measuring success metrics. The team took into account lead volume and attribution in optimization efforts, considering that a lot of traffic calls first to do research prior to purchasing. The team improved both product-related search campaigns and Shopping campaigns. The client tracked these leads and provided sales/revenue data for them, which confirmed the team's hypothesis after looking at Analytics. The data-driven strategy, combined with the client's need to push certain products, drove the shopping strategy and yielded significant gains year over year.
Operational Impact
Quantitative Benefit
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