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CASE STUDY

Aldo

-25 %
Revenue discrepancy between Google Analytics and the Finance department
80
Number of countries covered by the Google Analytics 360 account
100
number of users using 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
1

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.
 
2

CHALLENGES RELATED TO THE PROJECT

Transfer of IBM CoreMetrics to GA360, and Qubit tag manager to GTM for all Aldo Group retail sites
Migration from MixPanel to Google Analytics for the ALDO iOS App
Difference between data (sales, sources, etc.) from internal systems (OMS) and Google Analytics 360
Deficient attribution on the different channels (Email, Media, Organic, …)
Product categorization structure not allowing alignment with our stores
Limited understanding of data issues within the organization
3

STRATEGIES DEPLOYED BY
ADVISO

Comprehensive review of the current Analytics ecosystem and recommendation of an optimized roadmap including process, technology stack, and human resources
Take advantage of the BigQuery platform to correct disparities in Google Analytics 360 data (Sessions and Transactional) as well as to integrate the fiscal calendar and regional grouping specific to the Aldo Group
Automated deployment (GTM API) of a dual categorization structure (product vs. merchandising) to optimize product galleries and have an omnichannel view of product performance
Integration of Adwords, DoubleClick and Salesforce ExactTarget in Google Analytics to allow a better understanding of marketing performance
Integrate BigQuery and IBM Sterling OMS data into Tableau Software to deliver board-level e-commerce performance

REACH THE NEXT LEVEL

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