Wiggle looks to Google Analytics Premium for fast, accurate reporting
Customer Company Size
Large Corporate
Region
- Europe
Country
- United Kingdom
Product
- Google Analytics Premium
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Supply Chain Visibility
Services
- Data Science Services
About The Customer
Wiggle is the UK’s number one online cycle shop and the country’s fifth most popular online sports shop. With triathlon currently the fastest growing mainstream sport in the world, Wiggle is an award-winning tri-sport retailer. The company’s key priority is to continually convert website visitors into customers in order to maintain and increase their competitive advantage. Promotions are a top influencer in obtaining conversions, so Wiggle’s website content manager Naveed Nasir turned to Google Analytics Premium for support in refining measurement for this critical area of online revenue generation.
The Challenge
Wiggle, the UK’s number one online cycle shop and the country’s fifth most popular online sports shop, was facing challenges in aggregating data from multiple sources and gaining meaningful insights into campaign performance. The company wanted to continually convert website visitors into customers to maintain and increase their competitive advantage. Promotions were a top influencer in obtaining conversions, so Wiggle’s website content manager Naveed Nasir turned to Google Analytics Premium for support in refining measurement for this critical area of online revenue generation. His goals were to measure campaign performance, analyze e-commerce data from the campaigns and optimize the campaigns’ aesthetics – all with maximum efficiency.
The Solution
With Google Analytics Premium, Wiggle enjoys dedicated ongoing support, from a Google Analytics Technical Support Analyst on a daily basis. This allows the company to make the most of the tool’s features, such as event tracking and custom reports, and ensures that the installation is taken from good to great. Event tracking in Google Analytics enables Naveed to capture performance of individual banners throughout Wiggle’s campaigns. Comprehensive custom reports enable Wiggle to pull data on each banner campaign, registering vital metrics grouped by region, including revenue, e-commerce conversion rate, visits and transactions. A report can be shared with users across the business, so stakeholders can be assured of using exactly the same numbers in making decisions.
Operational Impact
Quantitative Benefit
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