Big Bang 在 Red Orbit 的帮助下销售额增长 274%
公司规模
Large Corporate
地区
- Europe
国家
- Slovenia
产品
- Google Analytics
- Google AdWords
技术栈
- Google Analytics
- Google AdWords
- UTM parameters
- Custom HTML
- Open APIs
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
- Cost Savings
技术
- 分析与建模 - 实时分析
- 分析与建模 - 预测分析
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 零售
- 电子商务
适用功能
- 销售与市场营销
- 商业运营
用例
- 质量预测分析
- 供应链可见性(SCV)
- 需求计划与预测
服务
- 数据科学服务
- 系统集成
关于客户
Big Bang 是斯洛文尼亚最大的消费电子产品零售商之一。Big Bang 的 18 家门店遍布全国，该公司还拥有斯洛文尼亚第二大电子商务网站。Big Bang 销售多种类别的产品，在音频视频产品和计算机领域占有很大的市场份额。在 2013 年夏天进行了一次重大战略概述后，Big Bang 的领导团队决定将更多精力放在在线销售上。他们的宏伟目标是到 2014 年底将在线收入提高 250%。
挑战
Big Bang 是斯洛文尼亚最大的消费电子产品零售商之一，在 2013 年进行了一次重大战略规划后，该公司决定将更多精力放在线上销售上。他们雄心勃勃的目标是到 2014 年底将线上收入提高 250%。为了实现这一目标，Big Bang 的团队需要更好地了解消费者决策历程 (CDJ)，然后利用他们学到的知识来改善客户体验。他们需要找到客户历程中最重要的数字渠道和接触点，并衡量、分析和优化其线上和线下表现的每一步。
解决方案
Big Bang 向位于斯洛文尼亚的 Google Analytics 认证合作伙伴 Red Orbit 寻求帮助。Red Orbit 帮助 Big Bang 在所有接触点添加 Google Analytics，以捕获所有设备、渠道和 18 家线下商店中的相关用户操作。他们开发了一个分析框架来定义每个接触点的微观和宏观转化、关键绩效指标 (KPI) 和其他指标。他们还根据用户的 IP 地址实施了天气跟踪，包括温度和天气状况。这些信息作为自定义维度发送到 Google Analytics，可用于标准报告以增强数据。Big Bang 还将 Google Analytics 链接到 Google AdWords，并使用数据导入功能从其他广告平台上传成本数据。
运营影响
数量效益
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