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A ground-up implementation of Enhanced Ecommerce tracking and a bespoke reporting setup
A game changer in understanding the customer funnel
Standard e-commerce tracking and Excel-based dashboards made reporting a time-consuming activity for Bravissimo. Transactions were tracked as an isolated data point, so while top-line revenue was reported accurately, the team couldnâ€™t gain insight into the broader purchase journey; cart abandonment and checkout behaviour were unknowns.
Existing processes also lacked data on customersâ€™ engagement with content, impeding the marketing teamâ€™s ability to demonstrate ROI.
This new ecommerce tracking was supplemented with a series of new data points relating to top-of-funnel interactions. Tracking these interactions was geared towards enabling the Bravissimo team to attribute value to customer engagement with content such as videos, customer reviews, and mailing list sign-ups.
Lastly, the teamâ€™s cumbersome Excel-based reporting system was replaced by automated Google Data Studio dashboards. The reports were geared towards the businessâ€™ digital KPIs while serving to communicate the value of the marketing team and our work on technical SEO, link building and content production and promotion.
â€śBuiltvisibleâ€™s work has freed us from the manual process of creating weekly reports, enabling us to spend more time analysing the results and turning the insights into actions. Enhanced Ecommerce is a game changer in understanding the customer funnel across all channels, and better measurement of engagement has given us a data-led approach to ensure weâ€™re investing in the content formats and topics that are most engaging for our customers.â€ť
Charlotte Field, Senior Ecommerce Manager
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