Data-Driven Marketing Strategy
January 12, 2021
Gimber produced the first ginger organic concentrated drink with 33% real ginger, BPA-free, reusable glass bottle. Today, they produce several flavours of concentrated ginger in glass bottles and distribute them in almost all north Europe.
When Gimber approached us about improving their sales, they were using a shopify ecommerce platform that was simple to integrate with data analysis tools to analyze the customer base, but shopify itself has some issues when trying to create a multi-language store.
1. Data Analysis: customer base and analytic tracking
2. Blend Data: merge different sources to increase and normalize the attributions
3. Supporting Marketing campaigns, increasing tracking signals
4. ETL - merging advanced customer insights for creating custom audiences
Initially, we created an audit and a tracking assessment dividing Google Analytics in different Views and segmenting the different audiences and breaking them down by countries. In this way the custom segments were starting to gather data from Google Analytics to Google Ads.
After the initial assessment, we completed a deep dive audit blending different sources of data from several marketing channels and internal CRM offline sales. This helped us to understand how to have a better performance with digital advertising where the offline sales accounts are more present on the field.
We defined two different strategies: online and offline-to-local to help the b2b line of sales to sell it better creating branding and localised performance campaigns.
A more comprehensive list of opportunities across the site and highlighted strategic areas for improvement. This list included:
- Customer Base Improvements
- Data Analysis
- Improving User Experience
- Improving Marketing Automation
As a result of our research driven improvements, Gimber saw an improved sales due to better customer understanding through Datastudio dashboards.