Web + app omni-channel analytics

iDataFusion team’s proven expertise in the analytics market, and their skills in solving non-standard tasks helped us to choose the Google Cloud Platform product and iDataFusion specialists as an integrator and consultants for the development of the end-to-end analytics. The results exceeded our expectations. During the 30 days of the iDataFusion Team pilot project, the team quickly and efficiently set up Google Analytics 4 tracking via Google Tag Manager, set up automatic import of expenses into Google Analytics 4, and User Behavior Data Streaming to Google BigQuery, built and calculated a funnel attribution model. As a result, we can already see which campaigns we need to strengthen, and which channels work best at each stage of the funnel.

I would like to thank the entire iDataFusion team for the prompt work on analytics setup for the SPA website. The team correctly integrated Google Universal Analytics through Google Tag Manager to the site, verified the data with CRM, set up the necessary events on the analytics system, and checked the data. Of course, at the beginning of the project, there was a misunderstanding about the need to implement certain solutions, and in the end, something turned out to be inappropriate – however, this is the real iterative approach to building professional analytics. In general, everything was done perfectly. Be sure to contact iDataFusion.

I worked with the iDataFusion team on the ROPO analytics (Research online, purchase offline) project implementation for the leading Omni Channel furniture retailer Askona in 2021. We used innovative technology and a unique project approach compared to other, similar projects in the Eastern Europe e-commerce market.
iDataFusion analysts did an excellent job as data engineers, marketing analysts, and data application consultants. They implemented in the Google Data warehouse (BigQuery) the collection and merging of costs data (of paid marketing campaigns), user behavior data on the retailer's website, and subsequent purchases of the same users in the retailer's offline stores. Sending electronic receipts to offline buyers (to 96% of offline buyers) and utilization of a global user identifier (single digital identification for online & offline) made it possible to identify such offline buyers. Next, the iDataFusion team managed to qualitatively match their web sessions from different web browsers and devices into a single-user journey (a collection of web sessions and offline purchase). As part of this project's deliverances, iDataFusion analysts built dashboards in Google Data Studio and trained the marketing team to use them. Marketers were pleased to get a more objective assessment of ROAS ROPO across all paid acquisition channels, specifically for display ads and paid search ads, email campaigns, and SMS campaigns. The obtained insights allowed marketers to reallocate a fixed advertising budget to advertising campaigns with better ROAS ROPO and, as a result, increase sales online & offline and reduce the share of advertising costs.

Using the Google Ads Data Hub, we have already tried to test the hypothesis on how display advertising aimed at property owners affects target indicators. We turned to iDataFusion Team for consulting. Using our work, DataFusion Team analysts took a deep dive into the Google Ads Data Hub and added a pre-conversion part of interactions to build a complete customer journey. Further, applying the Cookie matching logic retrospectively, using SQL queries, we implemented the matching of data on viewing media ads on the sites of the advertising network and data on conversions on our site. As a result, with the help of statistical attribution models built into the Google Ads Data Hub, such as Markov chains and Shapley vectors, we compared the effectiveness of two groups of media campaigns, both with each other and with other marketing channels.