Better understand customer behavior
Know how your customers behave online as well as in the physical store
Evaluate the ROI of your advertising investment more precisely
Properly assess income from all possible channels, considering offline sales in addition to online sales.
Know the impact of online compaigns on offline customers
Determine how much offline sales are influenced by online campaigns.
Implement Google Analytics to correctly measure interactions with the Desigual website
Use the loyalty card to identify users online and offline
Send offline sales to Google Analytics
Using a measurement protocol, automate the process of sending sales from physical stores to Google Analytics.
Connect users' online and offline actions
Using a unique ID at the moment of sale, we are able to link the online activities of a user with their purchases in a physical store.
Determine the impact of online marketing actions to offline sales
Thanks to the connection between online and offline, the Google Analytics attribution model, and reports from the multichannel funnel, we can study how online ad campaigns influence offline sales and determine the ROI of the advertising investment more precisely.
Desigual is one of the top-selling clothing companies in Europe. Its founder, Thomas Meyer, wanted to design clothing that inspired positive emotions and was accessible to the whole world. So, Desigual was born in 1984.
To make it easier for customers to access their products, an online store is available in nearly 20 countries. Their online presence includes a website and a mobile app. They also have a large network of brick and mortar stores all over the world.
One of their main objectives is to correctly assess the ROI of their advertising investment. Until recently, they could only measure the ROI related to online sales. Their challenge for us was to be able to incorporate sales from physical stores into the ROI.
This meant we had to figure out how to connect the online behavior of a user with their behavior in the physical stores. Making this connection would open to doors to a more advanced analysis, such as how users make purchases, the relationship between online use and offline purchases, the connection between online ads and in-store purchases etc.
Figure out how to connect the online with the offline and send offline actions to Google Analytics.
This project presented 3 important challenges. The first was ensuring that Google Analytics collected all of the information necessary for correctly linking the online and offline worlds. The second was to figure out how to link a user who visits the Desigual website with the same user who buys something in a physical store in Barcelona, for example. HIstorically, these two "worlds" have alway been separate, and it has been difficult to find a way to connect them. Luckily, the Desigual loyalty card helped us find the solution.
In addition to connecting online use to offline purchases, the other big challenge was to be able to automatically send offline transactions to Google Analytics.
Auditing the implementation of Google Analytics, using the loyalty card as a universal identifier, and using the measurement protocol to send data from offline sales to Google Analytics.
The first step was to perform an exhaustive audit of the implementation of Google Analytics to make sure we collected all of the necessary data. This audit put special emphasis on the link between Google Analytics with marketing tools (AdWords and DoubleClick).
Once we finished the audit, we established a protocol to record the Desigual loyalty card number and use it as a unique user ID on the website and in the physical store.
Finally, together with Desigual's BI team and using the measurement protocol, we designed a system for automatically sending offline transactions to Google Analytics. When we developed this project, it was the first company in the world to systematically undertake this kind of upgrade.
Linking a user's online and offline actions, and the ability to evaluate the impact of online advertising on the offline world
Perhaps the most amazing result of this project was the ability to incorporate offline sales into ROI calculations, and therefore be able to assess the impacts of online marketing on offline sales more precisely. When we completed the project, no other online marketing tool offered this possibilty.
Knowing how physical sales are influenced by newsletters or display ads is now possible with online-offline integration. This link has opened the doors to a new level of data analysis for Desigual and their customers.
Now, for example, it is possible to know the percentage of users that visit the website then make their purchase in a physical store, and vice versa. It's also possible to know which devices are more likely to be used for an online search that ends in an offline purchase.
Among other things, this has allowed the company to better adjust their ads in function of the platform and device it's directed towards, suggest advanced personalization online, optomize the mix of marketing etc.
And this is just the beginning.
Otros casos de estudio
Audience Score, improving remarketing conversion
Cuadro de mando para monitorizar el uso de la intranet
Revenue Funnel, entendiendo dónde se produce la caída de ingresos