Whirlpool, a world leader in kitchen and laundry appliances, has established itself as one of the most innovative brands in Argentina thanks to its presence in the digital ecosystem. In a pre-pandemic stage, Whirlpool Argentina’s ecommerce participation represented between 10% or 12% of total sales, depending on the month, the context and the strategy of the moment. Today, after almost two years of the pandemic stage, it has consolidated its participation at approximately 30%, thanks to the business architecture and to having VTEX as a strategic partner to grow exponentially.
Customer needs
Whirlpool needed a strategic consultancy for the measurement model with Analytics and to implement Google Analytics and dashboards in Data Studio in order to measure the results of the site and make strategic decisions.
Solution provided by Known Online
Based on Whirlpool’s current store, it was proposed to conduct work to develop an integrated omnichannel measurement strategy in order to gain an in-depth understanding of how the company’s users and customers interact with digital access points.
We sought to audit the three access points based on their measurement methods, user experience and site performance, in order to propose improvements that would result in better visitor quality and understanding. In addition, new measurement mechanisms were used to integrate the current web experience with mobile users.
Tasks performed: Configuration of analytics and dashboards
Known Online agency is a Google Marketing Partner with know-how in VTEX IO. We have a team of mathematicians, statisticians and programmers at our clients’ disposal in order to understand all relevant indicators.
The following actions were carried out to meet the objectives set:
- Analytics, UX and Performance Audit. Corrections in Analytics
The initial objective of this task was to audit and improve the implemented measurement system and its structuring. To evaluate the ROI per channel, the Known Online team worked on all the stages listed below:
- Analysis of the existing measurements looking for possible problems at the time of the correct measurement, with the objective of aligning the strategy to the marketing and commercial processes for Whirlpool.
- Preparation of a report detailing all the points to be improved in the implementation, together with the key performance indicators and the complete work plan from implementation to reporting.
- Implementation: based on the audit, we use the power of Google Tag Manager and Google Analytics to optimally measure all data that is relevant to Whirlpool, from an operational, commercial and marketing point of view.
- Dashboard creation: Once the implementation stage is finished, we work to make the data easily readable, analyzable and exportable by Whirlpool. To this end, we generate dashboards and customized alerts through Google Data Studio and Google Analytics that allow capturing all key performance data quickly and interactively. These dashboards and alerts are accessible by designated Whirlpool members, who can use them to make strategic decisions that benefit the company.
2) Measurement with Google Analytics
New measurement mechanisms were used to integrate the current web experience with mobile users. This new measurement system allows for cross-platform analysis, including:
- Exploration: ad-hoc analysis of multiple variables (segments, dimensions and metrics) with instant visualization.
- Funnels: identify the important steps for conversion and how users navigate between them, where they enter the funnel and where they drop off, with open and closed funnel options.
- Path analysis: understanding the actions users take between steps within a funnel to help explain why users did or did not convert.
For this purpose, we worked with the Universal Analytics and Google Analytics 4 account to create a new property (without affecting the existing ones) that would allow us to take 100% advantage of the new functionalities.
