Google Case Studies Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers

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	Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers Google

Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers

Google

Technology Category	Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries	E-Commerce Retail
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Real-Time Location System (RTLS) Supply Chain Visibility
Services	Data Science Services System Integration
Challenge	Westwing, a leading international ecommerce company for home and living products, was facing a challenge in understanding cross-device usage patterns and purchasing paths of its customers. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Westwing recognized the need to develop a clear understanding of cross-device usage habits in order to create effective marketing plans. The company began using Google Analytics when the business launched and upgraded to Google Analytics Premium in collaboration with Google Analytics Premium reseller Trakken in 2012, which enabled them to improve accuracy with unsampled data and increase speed with the freshest data possible. Read More
About Customer	Westwing is a leading international ecommerce company for home and living products. Founded in 2011 and headquartered in Germany, the company operates as an exclusive shopping club offering its customers the latest trends in home décor and furnishing products. Westwing is a category leader in 11 countries on 3 continents. As a premium shopping club, it extends special daily offers from top brands and designers to its members. The emphasis is on exclusivity and chic design, with a mission “to inspire and make every home a beautiful home”. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Read More
Solution	Westwing embraced Universal Analytics as soon as it became available. Universal Analytics includes a new set of features that changes the way data is collected and organized in Westwing’s Google Analytics account, so the company can get a better understanding of how users interact with its online content. As Westwing’s sites require users to log in, the company was in a perfect position to take advantage of the unique User ID, a Universal Analytics feature that enables multiple devices, sessions and engagement data to be associated with a unique ID. When that unique ID and any related engagement data is sent to Google Analytics, all activity is attributed to one user in the reports. By adopting the User ID, Westwing gained access to the new cross-device reports to see how users are interacting with the business across multiple devices. Alongside the upgrade to Universal Analytics, Westwing seized the chance to implement Google Tag Manager, which made the tagging update straightforward. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

E-Commerce

Retail

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Real-Time Location System (RTLS)

Supply Chain Visibility

Services

Data Science Services

System Integration

Challenge

Westwing, a leading international ecommerce company for home and living products, was facing a challenge in understanding cross-device usage patterns and purchasing paths of its customers. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Westwing recognized the need to develop a clear understanding of cross-device usage habits in order to create effective marketing plans. The company began using Google Analytics when the business launched and upgraded to Google Analytics Premium in collaboration with Google Analytics Premium reseller Trakken in 2012, which enabled them to improve accuracy with unsampled data and increase speed with the freshest data possible.

About Customer

Westwing is a leading international ecommerce company for home and living products. Founded in 2011 and headquartered in Germany, the company operates as an exclusive shopping club offering its customers the latest trends in home décor and furnishing products. Westwing is a category leader in 11 countries on 3 continents. As a premium shopping club, it extends special daily offers from top brands and designers to its members. The emphasis is on exclusivity and chic design, with a mission “to inspire and make every home a beautiful home”. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity.

Solution

Westwing embraced Universal Analytics as soon as it became available. Universal Analytics includes a new set of features that changes the way data is collected and organized in Westwing’s Google Analytics account, so the company can get a better understanding of how users interact with its online content. As Westwing’s sites require users to log in, the company was in a perfect position to take advantage of the unique User ID, a Universal Analytics feature that enables multiple devices, sessions and engagement data to be associated with a unique ID. When that unique ID and any related engagement data is sent to Google Analytics, all activity is attributed to one user in the reports. By adopting the User ID, Westwing gained access to the new cross-device reports to see how users are interacting with the business across multiple devices. Alongside the upgrade to Universal Analytics, Westwing seized the chance to implement Google Tag Manager, which made the tagging update straightforward.

Impact #1	Westwing discovered that smartphones and tablets were undervalued in the purchase path in previous analyses.
Impact #2	The company was able to adjust marketing spend for more accurate alignment with true user behavior.
Impact #3	The implementation of Google Tag Manager and Universal Analytics reduced the average page load time by 18%.

Impact #1

Westwing discovered that smartphones and tablets were undervalued in the purchase path in previous analyses.

Impact #2

The company was able to adjust marketing spend for more accurate alignment with true user behavior.

Impact #3

The implementation of Google Tag Manager and Universal Analytics reduced the average page load time by 18%.

Benefit #1	10% of Westwing’s members in Brazil who complete a purchase on desktop have actually started their journey on a smartphone or tablet.
Benefit #2	The implementation of Google Tag Manager and Universal Analytics reduced the average page load time by 18%.
Benefit #3	The company was able to free up a significant amount of work hours to be used for other important tasks.

Benefit #1

10% of Westwing’s members in Brazil who complete a purchase on desktop have actually started their journey on a smartphone or tablet.

Benefit #2

The implementation of Google Tag Manager and Universal Analytics reduced the average page load time by 18%.

Benefit #3

The company was able to free up a significant amount of work hours to be used for other important tasks.

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Overview

Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers

Operational Impact

Quantitative Benefit