Google Case Studies Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed

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	Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed Google

Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed

Google

Technology Category	Application Infrastructure & Middleware - API Integration & Management
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Use Cases	Supply Chain Visibility
Services	System Integration
Challenge	Dafiti, a fashion retailer operating across Brazil, Argentina, Chile, Colombia, and Mexico, was facing challenges with managing tags across multiple sites. The company had to maintain more than 100 tags from media partners across a variety of tools. This led to two major issues: increased page load times and a significant dependency on IT staff to address tagging needs. Some tags were deployed within Dafiti's CMS platform, but many required a different rule to be 'fired,' necessitating implementation support from IT. The company was looking for a solution to manage tags efficiently, reduce dependence on IT, and decrease page load times. Read More
About Customer	Dafiti is a fashion retailer headquartered in São Paulo, Brazil, with 1300 employees. The company operates in Brazil, Argentina, Chile, Colombia, and Mexico, offering over 85,000 products from 800 different brands. The inventory primarily comprises shoes and apparel, but also includes accessories, beauty, and home décor. The company, which was launched in 2011, has been named the most influential e-commerce brand on Facebook for the region. Dafiti operates three platforms in Brazil: Dafiti, Dafiti Premium, and Dafiti Sports, and receives 50 million monthly visits. Read More
Solution	Dafiti implemented Google Tag Manager to tackle these challenges. The implementation involved four domains on Dafiti’s content management system and was relatively straightforward. The majority of the implementation time was spent on migrating existing tags. Google Tag Manager now manages well over 100 tags from affiliate and remarketing partners, DoubleClick Floodlight tags, and more. The tool's ability to eliminate redundancy through a data layer proved to be very useful in sending the same value over different tags. This resulted in a 25% faster site since implementation. Internally, Google Tag Manager has been a huge help in maintaining versions of tags and managing Dafiti’s publishing workflow. Implementing the data layer meant Dafiti marketers no longer needed IT development to deploy new tags, resulting in more flexibility within the marketing department to publish and unpublish tags. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Supply Chain Visibility

Services

System Integration

Challenge

Dafiti, a fashion retailer operating across Brazil, Argentina, Chile, Colombia, and Mexico, was facing challenges with managing tags across multiple sites. The company had to maintain more than 100 tags from media partners across a variety of tools. This led to two major issues: increased page load times and a significant dependency on IT staff to address tagging needs. Some tags were deployed within Dafiti's CMS platform, but many required a different rule to be 'fired,' necessitating implementation support from IT. The company was looking for a solution to manage tags efficiently, reduce dependence on IT, and decrease page load times.

About Customer

Dafiti is a fashion retailer headquartered in São Paulo, Brazil, with 1300 employees. The company operates in Brazil, Argentina, Chile, Colombia, and Mexico, offering over 85,000 products from 800 different brands. The inventory primarily comprises shoes and apparel, but also includes accessories, beauty, and home décor. The company, which was launched in 2011, has been named the most influential e-commerce brand on Facebook for the region. Dafiti operates three platforms in Brazil: Dafiti, Dafiti Premium, and Dafiti Sports, and receives 50 million monthly visits.

Solution

Dafiti implemented Google Tag Manager to tackle these challenges. The implementation involved four domains on Dafiti’s content management system and was relatively straightforward. The majority of the implementation time was spent on migrating existing tags. Google Tag Manager now manages well over 100 tags from affiliate and remarketing partners, DoubleClick Floodlight tags, and more. The tool's ability to eliminate redundancy through a data layer proved to be very useful in sending the same value over different tags. This resulted in a 25% faster site since implementation. Internally, Google Tag Manager has been a huge help in maintaining versions of tags and managing Dafiti’s publishing workflow. Implementing the data layer meant Dafiti marketers no longer needed IT development to deploy new tags, resulting in more flexibility within the marketing department to publish and unpublish tags.

Impact #1	Decreased page load times by 25%
Impact #2	Put ability to publish and unpublish tags into hands of marketing department
Impact #3	Slashed time-to-market of new campaigns with media partners

Impact #1

Decreased page load times by 25%

Impact #2

Put ability to publish and unpublish tags into hands of marketing department

Impact #3

Slashed time-to-market of new campaigns with media partners

Benefit #1	25% faster site speed after implementing Google Tag Manager
Benefit #2	Significant reduction in time-to-market for launching new campaigns and media partners
Benefit #3	Reduced IT overhead due to less dependency on IT for tag management

Benefit #1

25% faster site speed after implementing Google Tag Manager

Benefit #2

Significant reduction in time-to-market for launching new campaigns and media partners

Benefit #3

Reduced IT overhead due to less dependency on IT for tag management

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Overview

Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed

Operational Impact

Quantitative Benefit