Case study

Aldo

-25%
Revenue divergence between Google Analytics and the Finance Department
80
Countries covered by the Google Analytics 360 account
100
Internal users of Google Analytics or BigQuery data

Find out how we did it

The partnership with Adviso was key to navigate through the complexities that this type of project entails, and allowed company leaders to regain trust in digital data.
David Roy
Director, Digital Analytics & Performance

Centralizing data and migrating to Google Analytics 360

Aldo is an uncontested leader in the fashion industry with over 20 000 employees and several thousand stores around the world. In order to have a complete overview of its brands and channels, it turned to Adviso for the selection, implementation, and the adoption of advanced performance analysis technologies. Following a multi-platform analysis, Adviso finally recommended Google Analytics 360 (formerly Google Analytics Premium). Adviso then configured and deployed the platform with the necessary customizations to allow Aldo to take better decisions in its growth strategy.

Challenges related to the project

Transition from IBM CoreMetrics to GA360, and Qubit tag manager to GTM for every commerce site owned by Groupe Aldo
Migration from MixPanel to Google Analytics for the iOS Aldo application
Difference between the data (sales, sources, etc.) of internal systems (OMS) and Google Analytics 360
Deficient attribution on the different channels (Email, Media, Organic)
Product categorization structure not aligned with Aldo retail stores
Limited comprehension of the importance of data within the organization

Strategies deployed by Adviso

Complete review of the current Analytics ecosystem, and creation of an optimized recommendation roadmap which included processes, tech stack, and human resources
Took advantage of the BigQuery platform in order to correct disparities of Google Analytics data (Sessions and Transactional), as well as integration of fiscal calendar and regional grouping specific to Groupe Aldo
Automated deployment (GTM API) of a double categorization structure (product vs. merchandising) in order to optimize the product galleries and to have an omnichannel vision of product performance
Integration of Adwords, DoubleClick, and Salesforce ExactTarget in Google Analytics to ensure a better comprehension of marketing performance
Integration of BigQuery data and IBM Sterling OMS in Tableau Software to broadcast ecommerce performance to the Board of Directors

Services deployed at Adviso

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