Google Case Studies Big Bang Boosts Sales by 274% With Help From Red Orbit

Edit This Case Study Record

	Big Bang Boosts Sales by 274% With Help From Red Orbit Google

Big Bang Boosts Sales by 274% With Help From Red Orbit

Google

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries	E-Commerce Retail
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Quality Analytics Supply Chain Visibility
Services	Data Science Services System Integration
Challenge	Big Bang, one of Slovenia’s largest consumer electronics retailers, decided to put more focus on online sales after a major strategic overview in 2013. Their ambitious goal was to increase online revenue by 250% by the end of 2014. To achieve this, Big Bang’s team needed to better understand the consumer decision journey (CDJ) and then use what they learned to improve their customers’ experiences. They needed to find the most important digital channels and touchpoints on the customer journey and measure, analyze, and optimize every step of its online and offline performance. Read More
About Customer	Big Bang is one of Slovenia’s largest consumer electronics retailers. Big Bang’s 18 stores reach across the country, and the company also has Slovenia’s second-largest e-commerce website. Big Bang sells products in several categories and has a large market share in audio-video products and computers. After a major strategic overview in the summer of 2013, Big Bang’s leadership team decided to put more focus on online sales. Their ambitious goal was to increase online revenue by 250% by the end of 2014. Read More
Solution	Big Bang turned to Red Orbit, a Google Analytics Certified Partner based in Slovenia. Red Orbit helped Big Bang add Google Analytics across all touchpoints to capture relevant user actions on all devices, channels, and in 18 offline stores. They developed an analytics framework to define micro- and macro-conversions, key performance indicators (KPIs), and other metrics for every touchpoint. They also implemented weather tracking, including temperature and weather conditions, based on users’ IP addresses. This information was sent to Google Analytics as a custom dimension that can be used across standard reports to enhance the data. Big Bang also linked Google Analytics to Google AdWords and used the data import feature to upload cost data from other advertising platforms. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

E-Commerce

Retail

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Quality Analytics

Supply Chain Visibility

Services

Data Science Services

System Integration

Challenge

Big Bang, one of Slovenia’s largest consumer electronics retailers, decided to put more focus on online sales after a major strategic overview in 2013. Their ambitious goal was to increase online revenue by 250% by the end of 2014. To achieve this, Big Bang’s team needed to better understand the consumer decision journey (CDJ) and then use what they learned to improve their customers’ experiences. They needed to find the most important digital channels and touchpoints on the customer journey and measure, analyze, and optimize every step of its online and offline performance.

About Customer

Big Bang is one of Slovenia’s largest consumer electronics retailers. Big Bang’s 18 stores reach across the country, and the company also has Slovenia’s second-largest e-commerce website. Big Bang sells products in several categories and has a large market share in audio-video products and computers. After a major strategic overview in the summer of 2013, Big Bang’s leadership team decided to put more focus on online sales. Their ambitious goal was to increase online revenue by 250% by the end of 2014.

Solution

Big Bang turned to Red Orbit, a Google Analytics Certified Partner based in Slovenia. Red Orbit helped Big Bang add Google Analytics across all touchpoints to capture relevant user actions on all devices, channels, and in 18 offline stores. They developed an analytics framework to define micro- and macro-conversions, key performance indicators (KPIs), and other metrics for every touchpoint. They also implemented weather tracking, including temperature and weather conditions, based on users’ IP addresses. This information was sent to Google Analytics as a custom dimension that can be used across standard reports to enhance the data. Big Bang also linked Google Analytics to Google AdWords and used the data import feature to upload cost data from other advertising platforms.

Impact #1	Big Bang reached and passed its ambitious goal to increase online revenue by 250% by the end of 2014. By that time, the company had raised online revenue by an impressive 274%.
Impact #2	With all of its online marketing data in one central place, Big Bang could optimize CPAs and margin performance for each product category. It lowered cost-per-conversion (CPC) for many categories: CPC for laptops decreased by a remarkable 92%, and CPCs for tablets and TVs dropped by more than 81%.
Impact #3	E-commerce conversion rates rose by 168%. For Google AdWords campaigns, the main source of paid traffic, the overall conversion rate improved by 155%, the ROAS by 310%, and CPC decreased 74%.

Impact #1

Big Bang reached and passed its ambitious goal to increase online revenue by 250% by the end of 2014. By that time, the company had raised online revenue by an impressive 274%.

Impact #2

With all of its online marketing data in one central place, Big Bang could optimize CPAs and margin performance for each product category. It lowered cost-per-conversion (CPC) for many categories: CPC for laptops decreased by a remarkable 92%, and CPCs for tablets and TVs dropped by more than 81%.

Impact #3

E-commerce conversion rates rose by 168%. For Google AdWords campaigns, the main source of paid traffic, the overall conversion rate improved by 155%, the ROAS by 310%, and CPC decreased 74%.

Benefit #1	274% increase in online revenue
Benefit #2	168% rise in ecommerce conversion rate
Benefit #3	74% lower cost per conversion

Benefit #1

274% increase in online revenue

Benefit #2

168% rise in ecommerce conversion rate

Benefit #3

74% lower cost per conversion

Download PDF Version

Overview

Big Bang Boosts Sales by 274% With Help From Red Orbit

Operational Impact

Quantitative Benefit