Gilt Groupe 采用了 Google Analytics Premium 的高级功能，并经历了全公司文化向数据驱动决策的转变
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Google Analytics Premium
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
- Digital Expertise
技术
- 分析与建模 - 实时分析
- 分析与建模 - 预测分析
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
- 质量预测分析
- 补货预测
服务
- 数据科学服务
关于客户
Gilt Groupe 是一个创新的在线购物平台，为会员提供最令人振奋的商品和体验。Gilt 提供即时访问顶级设计师品牌的内部渠道，零售价最高可享受 60% 的折扣。产品涵盖时尚、装饰、手工配料、旅行体验和越来越多城市的独特活动。自 2007 年推出以来，Gilt 一直致力于创造最快、最令人兴奋的在线购物体验。该公司努力确保所有客户从进入虚拟大门的那一刻到闪亮的盒子送到家门口的那一刻都能获得无与伦比的服务。作为一家专注于用户满意度和增长的数字化公司，Gilt 必须拥有全面的网络分析解决方案。
挑战
Gilt Groupe 是一家位于纽约市的私人购物网站，其目标是在用户层面获取更详细的信息，获取每次客户访问和接触点的详细数据，将网站数据连接到数据仓库，为网站带来更多合格流量并提高投资回报率，并将用户购买行为与人口统计数据进行交叉引用。该公司于 2011 年实施了 Google Analytics，取代了之前的解决方案。然而，Gilt 随后被 Google Analytics Premium 所吸引，以访问未抽样的数据并在用户层面获取更详细的信息，以便根据统计上可靠的数据做出决策。该公司希望检查更多种类的关键指标，以便更全面地了解客户。
解决方案
Gilt Groupe 实施了 Google Analytics Premium，它只需要非常有限的实施、服务和支持，但却提供了 Gilt 现在每天都在使用的一系列高级功能。该公司能够请求非抽样报告，这些报告提供了更准确的数据，并清晰地显示了测试和活动的结果。Gilt 使用了 20 个或更多的自定义变量，这为比较和分析以及 A/B 测试提供了更多机会。该公司利用 Google Analytics Premium 的高级功能创建决策模型来预测购买行为。Gilt 还采用了归因模型来了解用户如何在不同的营销接触点之间切换。该公司了解到，仅根据最后点击结果来开展营销工作可能会产生误导，而归因模型使 Gilt 能够找到有效填补营销渠道两端的最佳方法。
运营影响
数量效益
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