Thus, the company faced the following problems and limitations:
- Three ecosystems: Site1, Site2, Apps (iOS, Android). Each of them is connected to the CRM, but the user data is not combined into one path. Google Analytics was used for web analytics, and Adjust was used for the mobile app. Orders are created in the CMS of the site, and then accumulated in the CRM.
- Lack of confidence in the data, as they clearly did not add up to a common picture to solve marketing and business problems. The data in all three UA/CMS/CRM systems were different from each other. Marketers could not determine the effectiveness of advertising channels in the chain to bring the customer to the target action - which channel, what weight and what value it has. And the business, respectively, could not define which channels are effective in terms of monetization.
- Cost data was provided by agencies in CSV and then uploaded to Google Cloud Storage (GCS). Often due to manual input errors, the customer value calculations were incorrect.
- Data was pulled from GA in aggregated form by UTM and summarized in report tables
- The cohesion of the data along the user path was not respected. The user data was not merged into one path.