奢侈品市场 1stdibs 借助 Google Analytics 360 达到新高度
公司规模
Mid-size Company
地区
- America
国家
- United States
产品
- Google Analytics 360
- Google Tag Manager 360
- Google BigQuery
技术栈
- Google Analytics
- Google BigQuery
- Google Tag Manager
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
- 分析与建模 - 大数据分析
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
- 供应链可见性(SCV)
- 库存管理
服务
- 数据科学服务
- 系统集成
关于客户
1stdibs.com 是全球顶级家具、艺术品、复古时尚和珠宝的聚集地。该公司致力于通过在线将全球最优秀的经销商与眼光敏锐的买家联系起来，彻底改变一个经典的旧世界行业。随着业务的增长，1stdibs 意识到它需要更广泛、更深入地了解电子商务客户和市场。该公司总部位于纽约州纽约市，汇集了 2,000 多家全球最优秀的家具、艺术品和收藏品经销商，并拥有在线上其他地方无法获得的精选库存。
挑战
1stdibs.com 是一家全球顶级家具、艺术品、复古时尚和珠宝交易平台，该公司希望通过在线将全球最优秀的经销商与眼光敏锐的买家联系起来，彻底改变一个传统的旧世界行业。随着业务的增长，1stdibs 意识到需要更广泛、更深入地了解电子商务客户和市场。该公司需要一个可扩展的基础设施来收集、处理、存储和可视化数据。它还需要招募分析人才，并建立一种以数据为业务核心的文化。该公司正在使用 Google Analytics 来收集和分析数据，但他们知道这只是触及皮毛。如果没有可靠的归因策略，营销团队就不知道获得一个客户的成本是多少。团队无法衡量跨渠道计划的有效性。
解决方案
Cardinal Path 是 Google Analytics 360 的授权经销商，它帮助 1stdibs 使用 Google Analytics 360、Google Tag Manager 360 和 Google BigQuery 规划和部署了自定义解决方案。Cardinal Path 首先帮助 1stdibs 探索和记录利益相关者的目标。然后，他们建立了数据框架和关键绩效指标 (KPI)，以清晰地衡量失败和成功。实施 Analytics 360 使 1stdibs 团队能够全面了解他们的业务。借助 Analytics 360，1stdibs 使用了 Universal Analytics 并充分利用了自定义维度。1stdibs 创建了数十个新的客户、会话和产品属性。该公司可以衡量设计专业人员或 VIP 等客户群体的流量和目标转化率，以了解行为模式并根据他们的需求定制现场体验。自定义数据还可以帮助 1stdibs 找到并识别新的潜在客户，在恰当的时间向合适的人传递合适的信息。
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