Google Case Studies Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics

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	Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics Google

Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics

Google

Technology Category	Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - API Integration & Management
Applicable Industries	Retail E-Commerce
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Inventory Management Supply Chain Visibility Demand Planning & Forecasting
Services	Data Science Services System Integration
Challenge	Mumzworld, the Middle East’s largest shopping site for mother, baby, and child products, was facing a challenge in spending its ad dollars wisely. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views. For help, Mumzworld turned to InfoTrust, a Google Analytics Certified Partner that specializes in ecommerce data integration. Read More
About Customer	Mumzworld is the Middle East’s largest shopping site for all things mother, baby, and child. The company advertises on many platforms and works hard to engage consumers with the best possible product catalog. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views. Read More
Solution	The Mumzworld and InfoTrust team started by implementing Google Analytics Enhanced Ecommerce. Custom data attributes for products and channels helped show results beyond the channels driving the most profit. For example, Mumzworld set a custom metric for out-of-stock products seen by users. By comparing the volume of these views to other data like add-to-cart actions, the Mumzworld inventory team can make quick decisions on what to restock. This helps them make sure that top brands are always available to consumers. InfoTrust used Analyze.ly to connect multiple data sources, particularly non-Google channels. That made it easy to upload cost data from multiple channels into Google Analytics. Suddenly the team could see metrics like return per click (RPC) and return on ad spend (ROAS) for all its ad platforms. With more data from Enhanced Ecommerce and channel cost integration, InfoTrust built custom dashboards and reports to show Mumzworld’s top-performing channels by profit, not just revenue. ROAS-based optimization for campaigns and keywords helped the company maximize its margins. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Retail

E-Commerce

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Inventory Management

Supply Chain Visibility

Demand Planning & Forecasting

Services

Data Science Services

System Integration

Challenge

Mumzworld, the Middle East’s largest shopping site for mother, baby, and child products, was facing a challenge in spending its ad dollars wisely. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views. For help, Mumzworld turned to InfoTrust, a Google Analytics Certified Partner that specializes in ecommerce data integration.

About Customer

Mumzworld is the Middle East’s largest shopping site for all things mother, baby, and child. The company advertises on many platforms and works hard to engage consumers with the best possible product catalog. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views.

Solution

The Mumzworld and InfoTrust team started by implementing Google Analytics Enhanced Ecommerce. Custom data attributes for products and channels helped show results beyond the channels driving the most profit. For example, Mumzworld set a custom metric for out-of-stock products seen by users. By comparing the volume of these views to other data like add-to-cart actions, the Mumzworld inventory team can make quick decisions on what to restock. This helps them make sure that top brands are always available to consumers. InfoTrust used Analyze.ly to connect multiple data sources, particularly non-Google channels. That made it easy to upload cost data from multiple channels into Google Analytics. Suddenly the team could see metrics like return per click (RPC) and return on ad spend (ROAS) for all its ad platforms. With more data from Enhanced Ecommerce and channel cost integration, InfoTrust built custom dashboards and reports to show Mumzworld’s top-performing channels by profit, not just revenue. ROAS-based optimization for campaigns and keywords helped the company maximize its margins.

Impact #1	The retailer’s ecommerce conversion rate rose by 11% as customers found products that were more relevant and available.
Impact #2	The time needed to restock inventory of top brands and product categories was cut from two weeks to fewer than 48 hours.
Impact #3	Marketing spend improved with the new remarketing channels and campaigns.

Impact #1

The retailer’s ecommerce conversion rate rose by 11% as customers found products that were more relevant and available.

Impact #2

The time needed to restock inventory of top brands and product categories was cut from two weeks to fewer than 48 hours.

Impact #3

Marketing spend improved with the new remarketing channels and campaigns.

Benefit #1	Ecommerce conversion rate increased by 11%
Benefit #2	Restock time reduced from two weeks to fewer than 48 hours
Benefit #3	Remarketing revenue rose 128% in the first three months

Benefit #1

Ecommerce conversion rate increased by 11%

Benefit #2

Restock time reduced from two weeks to fewer than 48 hours

Benefit #3

Remarketing revenue rose 128% in the first three months

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Overview

Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics

Operational Impact

Quantitative Benefit