Chilean multi-store entered the process of becoming a Data Driven Company Data Driven Company through data measurement, storage, processing and analysis.
At Known Online we analyze many situations, problems and data on a daily basis in order to make the most appropriate decisions about the marketing and development strategy to use with each of our clients. To get the most out of each web or app it is key to analyze the behavior of users, where their users come from and to segment the data obtained. Thanks to analytics we can determine, for example, the reasons why shopping carts are abandoned, why sales are not completed and discover many more key insights that allow us to improve the performance, investment and usability of the site.
Having relevant and reliable data allows E-commerce to have a series of advantages that will help in decision making. This was the case of Corona.cl, a chain of stores dedicated to the sale of clothing, technology and household items with presence throughout Chile, which contacted Known Online to help them have a better strategy and implementation of data measurement to then be able to make decisions that benefit the company.
Present problems
Corona.cl previously had a basic implementation of Google Analytics with standard e-commerce that did not allow them to understand many situations that were happening in their business. For example, they had no visibility into how their users were interacting with the different sections of their site, no way to identify what type of users were doing what type of actions, and no great visibility into finer details such as category, product, brand or internal promotions performance.
The goal was that Corona could take its first steps towards becoming a Data Driven company, that is, a company that makes decisions based on concrete data. Being an E-Commerce and a store that has a lot of visibility in the Chilean market, they needed to have some support on which to base their decisions in order to improve their site permanently and enter the virtuous circle of implementation of measurements that consists of 5 basic steps:
- Measurement: Data collection and processing
- Report: Data visualization
- Analysis: Interpretation and hypothesis
- Experiments: Confirmation of hypotheses
- Improvements: Implement and repeat process
Tasks and actions performed by Known Online
The The first step was to have the measurement strategy that allows you to enter into this process and then respect the changes in the site. What we did was to implement a very precise structure of measurement within your website using Google Analytics and for this we worked in two main areas: Audit, strategy and implementation of Google Analytics and training. Let’s see in detail one by one:
Audit, Strategy and Implementation
First, we audited the measurements that Corona.cl already had in place to understand the problems that could be caused by missing or erroneous information and also to understand which Analytics functionalities were not being used so that we could start measuring them.
Then, based on what was audited we proposed a measurement model where we specified all the elements to be measured, how these elements related to each other with other existing elements or with new ones that we were going to put in place and all the changes in the site that were going to have to be made.
At the same time, we completely align the measurement strategy with the company’s commercial strategy. This stage is very important because if the commercial team wants to have a strategy in place for a certain amount of time, it is necessary to start measuring the key indicators from the beginning and not lose that measurement time.
After coordination with the commercial team, the measurement implementation stage began, which was done through VTEX, Google Tag Manager and Google Analytics, in such a way that it is easy to interpret by the internal team.
Among the actions carried out, improved e-commerce was implemented, customized metrics, the Analytics account architecture was ordered, the account access permission system was organized and a very granular measurement was made to identify all the actions that users carry out on the web along with mechanisms to track each type of user and to be able to understand in depth how they behave without violating their privacy.
Training
Along with the implementation of Analytics, a series of in-house training sessions were held for the internal Ecommerce, Marketing and Sales teams. The use of the tools, how to interpret the data and their potential were explained to them. They were also shown all the customizations that were made to the platform.
It should be noted that, after the exchange with the internal team, new additions were made that were interesting to obtain and that were finally impacted within the implementation.
