Universal Analytics 中的跨设备测量功能使 Westwing 能够了解客户的购买路径
公司规模
Large Corporate
地区
- Europe
- America
国家
- Germany
- Brazil
产品
- Universal Analytics in Google Analytics Premium
- Google Tag Manager
- AdWords
技术栈
- Google Analytics
- Google Tag Manager
- AdWords
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 电子商务
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 实时定位系统 (RTLS)
- 供应链可见性(SCV)
服务
- 数据科学服务
- 系统集成
关于客户
Westwing 是一家领先的国际家居和生活用品电子商务公司。该公司成立于 2011 年，总部位于德国，是一家独家购物俱乐部，为客户提供最新潮流的家居装饰和家具产品。Westwing 是 3 大洲 11 个国家/地区的行业领导者。作为一家高端购物俱乐部，它向会员提供来自顶级品牌和设计师的每日特别优惠。该公司的重点是独家性和别致的设计，其使命是“激发灵感，让每个家都成为美丽的家”。随着会员越来越多地寻求灵感并通过多种设备和平台（包括台式机、智能手机和平板电脑）购买产品，购买路径变得越来越复杂。
挑战
Westwing 是一家领先的国际家居和生活用品电子商务公司，在了解客户的跨设备使用模式和购买路径方面面临挑战。随着会员越来越多地寻求灵感并通过多种设备和平台（包括台式机、智能手机和平板电脑）购买产品，购买路径变得越来越复杂。Westwing 认识到需要清楚地了解跨设备使用习惯，以便制定有效的营销计划。该公司在 2012 年与 Google Analytics Premium 经销商 Trakken 合作推出业务并升级到 Google Analytics Premium 时开始使用 Google Analytics，这使他们能够提高非抽样数据的准确性，并利用尽可能最新的数据提高速度。
解决方案
Westwing 在 Universal Analytics 推出后立即采用了它。Universal Analytics 包含一组新功能，这些功能改变了 Westwing 的 Google Analytics 帐户中数据收集和组织的方式，因此该公司可以更好地了解用户如何与其在线内容互动。由于 Westwing 的网站要求用户登录，因此该公司完全可以利用唯一的用户 ID，这是 Universal Analytics 的一项功能，可将多个设备、会话和参与度数据与一个唯一的 ID 相关联。当该唯一 ID 和任何相关的参与度数据发送到 Google Analytics 时，报告中的所有活动都会归因于一个用户。通过采用用户 ID，Westwing 可以访问新的跨设备报告，以查看用户如何在多个设备上与企业互动。在升级到 Universal Analytics 的同时，Westwing 抓住机会实施了 Google Tag Manager，这使得标记更新变得简单明了。
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