Project timeline: 2021 – 2023
Client Reference: Ryan Schumann (Senior Manager Global eCommerce Growth & Analytics)
Collaborators: Silvan Burnand
Delivered for: Webrepublic
Initial Situation & Challenges
Following its global strategy to focus on D2C ecommerce platforms, Lindt & Sprüngli migrated all its e-shops to Magento 2. On the measurement and data side this meant:
- Improvement in terms of standardization across markets and data quality of ecommerce measurement setup based on Google Analytics 4 (GA4) data structure.
- Standardized global marketing measurement setup for all markets and agencies.
- Global consent management solution addressing different market legislations.
- Data activation strategy to fully leverage the new setup and support marketing activities optimally.
- Reporting setup including integrated data sets beyond website and campaign measurement.
- Enablement of advanced analytics use cases in terms of marketing activity optimization and user behavior analysis.
- Onboarding of key stakeholders to GA4 and support in daily usage.
Solution Design
The solution design encompassed the necessary short, medium and long term requirements, while addressing key dependencies.
Short term:
- GA4-based data architecture beyond pure ecommerce measurement.
- Gathering of market requirements regarding marketing measurement and consent management setup (based on OneTrust CMP).
- Support of web development agency in setup of required data points.
- Client-side GTM setup covering all market requirements, including different consent management setups.
- Configuration of GA4 for key market stakeholders.
Medium term:
- Step-by-step introduction of server-side measurement (sGTM), starting with Meta CAPI and GA4.
- Overarching marketing data architecture, including data points from all used ad stacks and GA4, with the goal to integrate said data with first party data from Lindt & Sprüngli.
- Promoting of GA4 usage with key stakeholders (not the easiest thing to do), while addressing concerns regarding feature parity to Google Universal Analytics (UA).
- Establishing alternative solutions to cover above mentioned use cases previously covered by UA.
Long term:
- Setup of ETL infrastructure based on Webrepublic’s proprietary connector suite, with integration logic to Lindt & Sprüngli’s data warehouse. Covered data sets: GA4, Meta, Google Ads, Google DV360/CM, LinkedIn, TikTok.
- Measurement level data augmentation (sGTM) with Lindt first party data, for modelled conversion valuation.
- Advanced user journey analysis, supporting digital product development and A/B testing strategies.
Result
The key features of this project in terms of deliverables:
- Fully integrated client and server side measurement setup for all Lindt e-shops.
- Highly standardized marketing measurement setup, which minimizes effort for additional data point setups.
- Overarching marketing data sets, enabling global controlling and monitoring of marketing activities.
- Proposition of key areas to improve from a user journey perspective, while delivering KPIs to test alternatives against.
Christian has the rare combination of analytics, technical knowledge, and communication that made him an enormous asset to us at Lindt. His ability to make technical projects relevant on commercial terms to many diverse stakeholders made sure our projects actually got done, were useful and had the desired impact. Also helpful – everyone loved working with him!
– Ryan Schumann