Case Study

E-commerce: optimizing online shopping experiences

ABSTRACT
Leveraging first-party data to optimize the customer experience and maximize the effectiveness of both brand and ecommerce online initiatives.

Where: italy
Challenge
Our client is one of the world's leading home appliance companies with annual sales of approximately $20 billion, 78,000 employees and hundreds of online offerings such as websites and apps. Initially, our client's first-party website data was not being used to its full potential, and numerous data quality and reliability issues were identified.
Approach
We supported the EMEA office with data transformation, starting with data strategy, through implementation, to data analysis and the generation of actionable insights. We managed the tracking strategy for more than 150 e-commerce websites and brands, while also taking care of the technical implementation and analysis of the collected data for the business department.
Digital Ecosystem
Solution
Digital Ecosystem
We started our project with a technical analysis and assessment of our client's website to understand if best practises and business requirements were taken into account. The results of this analysis were then discussed with the client in a series of workshops, the desired user experience was designed together and at the same time the issues found (e.g. incorrect Google Analytics settings and Google Tag Manager configurations, conflicts with front-end scripts JS etc.) were discussed with the relevant stakeholders. A pilot campaign was monitored together with the digital marketing team to share the appropriate perception of the progress appropriately. This resulted in an increased likelihood of website visitors "converting" into leads or customers before they leave the website and laid the foundation for further analysis and improvement measures to be implemented over time.
Results
Technologies

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