The Google Analytics 360 Suite increases Domino’s monthly revenue by 6%
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
- Germany
- Ireland
- Switzerland
Product
- Google Analytics 360
- Google Tag Manager 360
- Google BigQuery
Tech Stack
- Google Analytics
- Google Tag Manager
- Google BigQuery
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Cost Savings
- Productivity Improvements
Technology Category
- Analytics & Modeling - Big Data Analytics
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Food & Beverage
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Data Science Services
- System Integration
About The Customer
Domino's is the leading pizza delivery chain in the U.K. and the Republic of Ireland, and the master franchise in Germany and Switzerland. The company is known for its digital innovation, having made early investments in strong e-commerce and m-commerce platforms that help people purchase pizzas easily. Domino's sold its first pizza online in 1999 and has since launched apps for various platforms, including iPhone, Android, iPad, Windows, and Xbox. In the U.K. and Ireland, online sales are increasing 30% year over year and currently account for almost 70% of all sales, with 44% of those online sales made via mobile devices.
The Challenge
Domino's, a leading pizza delivery chain in the U.K., Republic of Ireland, Germany, and Switzerland, was facing challenges in integrating marketing measurement across devices and creating a holistic view of customer behavior. The company's success stemmed from early investments in strong e-commerce and m-commerce platforms that facilitated easy pizza purchases. However, the siloed analytics data from channel-focused tools restricted the team's ability to gain insights across all devices and channels. The team realized that valuable data insights were waiting just out of reach. To drive success, they knew they must break down silos, connect data sets, and gain efficient reporting for a more holistic and actionable view of customer behavior.
The Solution
Domino's partnered with DBi, a Google Analytics authorized reseller, to implement Google Analytics 360, Google Tag Manager 360, and Google BigQuery. DBi leveraged the power of the data layer, a repository of information written into the page code used to store and send information to Google Tag Manager 360. DBi deployed Tag Manager 360 across many Domino’s apps and websites, setting customized tags for all of the company’s e-commerce tracking and reporting needs. Domino's and DBi connected valuable data sets. DBi developed a custom solution using Google BigQuery to store and query Domino’s massive data sets in a fast, efficient, and affordable way. The BigQuery Export feature in Google Analytics 360 helped Domino’s automatically export raw data to a BigQuery project on a daily basis.
Operational Impact
Quantitative Benefit
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