Business Case:
A large, national aftermarket automotive distributor needed to understand how its customers used their ordering platform, and the roadblocks their users encountered searching for inventory. Their invite-only B2B portal had extensive filtering and search options, but users struggled to find the inventory they set out to order.
Solution:
We started by documenting for their development team a detailed data layer solution that passed the relevant data beyond the standard scope of Google Analytics Enhanced eCommerce. The solution involved creating dozens of custom dimensions and metrics on the product and user level to allow data to be scoped properly in reporting, and to allow customer data to be matched back to other datasets. On the product level, inventory counts at local, regional and national warehouses were also appended to each hit on the SKU level, empowering business users to understand demand based on available inventory. Most notably, we captured the searched keywords/filters that generated no available results, sorted by frequency and updated in real time in a Looker dashboard, providing the business with previously unknown insight into the products that their customers were interested in ordering but couldn’t purchase.
Summary:
Installed advanced tagging and tracking from the ground up in Google Tag Manager 360 and Google Analytics to support custom event tracking and advanced segmentation. Audited GTM tags to ensure compliance with GDPR and business requirements. Inventory for each SKU was displayed from the local warehouse level, the closest regional warehouses, or national inventory available for shipping. The wholesale business wanted to understand customer demand for non-local SKUs, address inventory challenges, and drill down conversion rate by shipping type and product selection.