时尚零售商 Dafiti 的运营效率得到提升，网站速度也提升了 25%
公司规模
Large Corporate
地区
- America
国家
- Brazil
- Argentina
- Chile
- Colombia
- Mexico
产品
- Google Tag Manager
技术栈
- JavaScript
- HTML
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Digital Expertise
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 零售
适用功能
- 销售与市场营销
用例
- 供应链可见性(SCV)
服务
- 系统集成
关于客户
Dafiti 是一家时尚零售商，总部位于巴西圣保罗，拥有 1300 名员工。该公司在巴西、阿根廷、智利、哥伦比亚和墨西哥开展业务，提供来自 800 个不同品牌的 85,000 多种产品。库存主要包括鞋子和服装，但也包括配饰、美容和家居装饰。该公司成立于 2011 年，被评为该地区 Facebook 上最具影响力的电子商务品牌。Dafiti 在巴西运营三个平台：Dafiti、Dafiti Premium 和 Dafiti Sports，每月访问量达 5000 万次。
挑战
Dafiti 是一家在巴西、阿根廷、智利、哥伦比亚和墨西哥开展业务的时尚零售商，在管理多个站点的标签方面面临挑战。该公司必须通过各种工具维护来自媒体合作伙伴的 100 多个标签。这导致了两个主要问题：页面加载时间增加，并且严重依赖 IT 人员来满足标记需求。一些标签部署在 Dafiti 的 CMS 平台中，但许多标签需要不同的规则才能“触发”，因此需要 IT 部门的实施支持。该公司正在寻找一种解决方案来高效管理标签、减少对 IT 的依赖并减少页面加载时间。
解决方案
Dafiti 实施了 Google Tag Manager 来应对这些挑战。实施涉及 Dafiti 内容管理系统上的四个域，相对简单。实施的大部分时间都花在了迁移现有标签上。Google Tag Manager 现在管理着来自联属和再营销合作伙伴、DoubleClick Floodlight 标签等的 100 多个标签。该工具通过数据层消除冗余的能力在将相同值发送到不同标签时非常有用。自实施以来，网站速度提高了 25%。在内部，Google Tag Manager 在维护标签版本和管理 Dafiti 的发布工作流程方面提供了巨大帮助。实施数据层意味着 Dafiti 营销人员不再需要 IT 开发来部署新标签，从而使营销部门在发布和取消发布标签方面具有更大的灵活性。
运营影响
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