Our client’s history"

How does Limango Poland successfully leverage potential of data to grow ! their business?" "

How to make digital analytics profitable and able to keep up with the rapidly growing, ever-changing " e-commerce business?" "

IN SHORT !

The Limango.pl team asked itself exactly the same question some time ago. The answer was to implement processes and digital analytics tools, which can respond to specific business needs." "

– The first step towards the realization of a long-term development strategy forbusiness analytics competence was to ask Mavenec for cooperation. We decided that we wanted to be able to say" „we will have sold 200 pairs of kids’ shoes in Warsaw by the day after tomorrow at noon” instead of „we sold 200 pairs of kids’ shoes yesterday”. for the last two years, we have made huge progress in terms of analytics, but we are alert to the substantial amount of work ahead of us. - said Martin Solarski, CEO of Limango Poland." "

In this case study, limango.pl will share with you the knowledge they have acquired. You will learn how one of the biggest online shopping clubs has benefited from the huge potential of digital analytics." "

We present five digital analytics challenges, which the limango.pl team has recently had to face." "

CHALLENGE I: DATA CORRECTNESS! Correct data are the foundation of analytics. Only on the basis of correct data can the right conclusions be drawn. " "

Companies invest resources in developing more and more advanced reports while forgetting about checking correctess of the data." "

On the heels of creating an unit responsible for digital analytics in limango.pl an audit of gathered data correctness has begun. The unit embraced key data on the whole buying process of a user, from logging in, through the placing and filling of an order, to financial data. It required the strict

Limango Poland is an online shopping club and a retail outlet for women and young families. Limango Poland offers products from reputable brands – sometimes up to as much as 80% cheaper." Website: htp://www.limango.pl" Trade: e-commerce" ! Objective of the cooperation" The objective was to build digital analytics for Limango Poland through the development of three strategic fields: the implementation of tools, process design and analytical competence development." " Final results! 1.  The provision of high-quality, correct and comprehensive data" 2.  More relevant business decision making" 3.  The development of a standalone Digital Analytics Department within the company (highly independent from the IT Department)" 4.  An improvement in the implementation and systematization of business processes, i.e. in terms of cooperation 5. 

cooperation of the analytical unit not only with the IT Department, but also with the Marketing, Sourcing, Logistics and Accounting Departments, as well as consultations with the board." "

with the IT Department" The launch of an ongoing success measuring process, i.a. through the use of management dashboards and data integration."

 

across obstacles, which turned out to be an inspiration for further conversion-improving implementations. Among many things, we have improved our abandoned checkout services and observed up to 50% growth in conversion.” – said Konrad Wojciechowski, Senior Business Analyst at Limango Poland" "

To ensure solid data correctness related to the utility audit, clickstream data collected was also via Google Analytics. Limango verifies the correctness of the data by conducting audits of Google Analytics configurations on a regular basis. The purpose is to identify errors. Even if the compatibility does not amount to 100% (this kind of level remains virtually unreachable for Google Analytics), It is crucial to take care of the ideal data volatility model – because thanks to this, any insights based on the data will be solid."

„

- We started an audit backwards relating to the conversion funnel – which provided transaction data correctness. We had to reassess some technological solutions connected with collecting and processing the data, as well as specify our definitions. Analysing the data accuracy, we came

The first step towards the realization of a longterm development strategy forbusiness analytics competence was to ask Mavenec for cooperation. We decided that we wanted to be able to say „we will have sold 200 pairs of kids’ shoes in Warsaw by the day after tomorrow at noon” instead of „we sold 200 pairs of kids’ shoes yesterday”. for the last two years, we have made huge progress in terms of analytics, but we are alert to the substantial amount of work ahead of us."

Martin Stolarski! CEO Limango Poland."

!    

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

" " " " " " " " " " " " " " An example of functionality, which has improved the conversion rate on limango.pl significantly, is the toplayer,

" reminding users about an unfinished payment for a placed order." " "

- 

Right data is the cornerstone for limango.pl. At this point, we can be sure that the results of our analyses powered by Google Analytics are accurate – the variation of the transaction data in Google Analytics against CRM, amounts to around 4%. Moreover, the transaction volatility can be explained in about 99% of cases - added Konrad Wojciechowski."

"

Limango.pl migrated its account from Classic Analytics to Universal Analytics shortly after the release of the latter. One of the reasons for the migration was to enhance data correctness." "

- Thanks to Universal Analytics (namely - user deduplication with the ClientID option), we were able to possess a wider knowledge of customer behaviour including uses of different devices as well as a solid number of unique users independent from cookies. The implementation of Universal Analytics also affected improvements in transaction data modeling through Google Analytics – said Konrad Wojciechowski." "

   

                    Chart weighing the number of transactions registered by Universal Analytics against the actual number derived !

from CRM."

! "

CHALLENGE II: SELF-RELIANT ANALYTICS" In e-commerce, a majority of decisions generate an increased workload for IT Departments, which can create bottlenecks. The time of the IT Department becomes a sought-after and scarce resource." "

The work of the analysts was highly dependent on the IT Department. Every line of code had to be implemented by webmasters. Launching a simple form or implementation of a new event having to wait in line at the IT Department. It was not only a burden to the IT Department itself, but it also impaired the work of the analysts." " " " " " "

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

Keeping various tracking codes in an often changing web application on the part of the IT Department was causing more and more frequent problems. There was a discontinuity in the collection of data, and the response times and error amending processes were too long and engaged too many people." "

Supervision of the analysts over analytical script integration was found to be insufficient and therefore the development of a tool enabling the analysts to implement scripts self-reliantly became a necessity. The solution to this problem was implementation of Google Tag Manager." "

This implementation was conducted by limango.pl’s Analytics Department. The team developed a DataLayer and a scalable installation. An important step was to migrate the scripts responsible for collecting the data from Google Analytics in a way that enabled the analysts to have them at their disposal through the use of Google Tag Manager. Now the analysts could take over a part of the IT Department’s workload." "

Afterwards, Google Tag Manager proved its usefulness in many other ways. Thanks to the ability to launch any HTML or JavaScript code on any limango.pl page, solutions which increased interaction with customers were implemented easily. Mini-forms which could collect opinions and ratings, promotion overlays and even chat – were all created without having to engage the IT Department." !

CHALLENGE III: STREAMLINING of AN IMPLEMENTATION PROCESS" An engagement in the optimization of business processes on the part of the analysts was required in order to maintain rapid growth in the company. The work of the IT Department suffered from bottlenecks in the implementation process, therefore streamlining and systematization of the whole process was necessary." "

The first stage of the process was the creation of a manager who was a business analyst. This person was responsible for any projects landing into the IT Department. He could assess the priority of a project on the basis of its expected impact on business, measured by given KPI and the time consumption rating of a project, obtained from the IT Operations Manager. This approach made it possible to ensure the objective of the project was compatible with the SMART concept, i.e. if it is clear, measurable, achievable, realistic and time-bound." "

- A business analyst is like some kind of ideas filter – he motivates owners of projects to make them clear, to specify them thoroughly and to investigate all possible variants. Analysts are not there to be made use of – they just support and are in charge of creating awareness in terms of taking care of limango.pl’s quality, which has been present from the very beginning of the process. in this way, obscure or poorly circumstantiated ideas fall away before they reach us – said Paweł Ożga, IT Operations Manager at Limango Poland." "

The IT Department obtains a pack of priorities from which the tasks are dragged into development consecutively. At this point, the IT takes over the management of them and implementations are then scheduled on the basis of agile methodology." "

A business analyst helps in the implementations, which require specialist knowledge and determines (along with the owners of the project) the measurements of success. The analyst also suggests the method of evaluation – sometimes this may be an A/B test, at other times – pre-post analysis. Ultimately, a test and/or an analysis is conducted in order to determine if the KPI of the project was achieved." "

CHALLENGE IV: SUCCESS MEASUREMENT" One of the greatest challenges for any Analytics Department is to fulfil the various informational needs of all of the stakeholders. At limango.pl these people include the board, managers and specialists from all departments." "

The marketing Department at limango.pl is able to conduct a large part of its analyses self-reliantly and it has sufficient know-how to take advantage of data – this is why the solution to the problem of combining analytics and marketing together is not the development of a conscious need for leveraging data, but suggesting solutions which enable effective and unassisted usage of the data." " " " " " " "

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

- My first impression after joining the limango.pl team was that there was some urgent need for data. This is a great and demanding work environment for an analyst. It requires support in terms of providing adequately tailored metrics and their systematization in compliance with the knowledge they contain. The thoughtless conveying of all data would lead to being overwhelmed by their sheer quantity and which could obscure the picture of key phenomena. – stated Konrad Wojciechowski." "

One of the solutions is the implementation of management dashboards. Dashboards show the metrics which are essential for marketers: traffic sources, campaigning costs, on target conversions. These metrics are created based both on data from Google Analytics and hard sales data from CRM." "

- Our aim is to make departments and people self-reliant, so that they can take decisions independently and based on data. Right now, our marketers make lots of the most important decisions on the basis of specific reports. Nevertheless, new data and analysis possibilities will enable us to allocate the marketing budget even better and to conduct more effective campaigns – explained Dawid Pytowski, Marketing Team Leader." "

" " " " " " " " " " " " " " "

! ! ! ! ! ! !

A part of a management dashboard."

! ! ! ! ! ! ! " A part of the dashboard measuring progress in financial aims realization " " "

Data from Google Analytics is often not enough to measure the results of marketing efforts. That is why the implementation of specific tracking codes is necessary. Some examples of these are affiliate trackers, remarketing trackers, newsletter trackers or trackers for movies imbedded on a website." "

! www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

Google Tag Manager enabled adding and modifying any scripts without changes in the code of a website. This meant the IT implementation process could be bypassed, meaning the aforementioned trackers, simple forms or tools for creating heatmaps could appear on the website significantly faster." "

- Right now we can address analysts with a request for implementation of an affiliation efficiency measuring code. The implementation of Google Tag Manager has streamlined the marketing department’s work and opened up new opportunities for us. – said Dawid Pytowski." "

In a hard-sales-data-based company, convincing it to take advantage of Google Analytics data which is not 100% solid is a challenge. Inside the company, it is important to develop awareness that analyses must lead to conclusions, whereas data is used to observe behaviour and trends." "

- To connect these two worlds: the hard data from CRM and the Google Analytics data, we use customized measurements and variables which allow us to integrate Google Analytics and power it by external data sources. The creation of customized reports, which allow us to analyse the metrics customarily excluded from Google Analytics, is possible. – added Konrad Wojciechowski." "

Universal Analytics allow the creation of up to 20 customized measurements (classic Analytics ! allowed only 5 customized variables). This gives much greater possibilities." !"

! ! ! ! A part of the DataLayer transmitting variables from CRM to Google Tag Manager." ! ! ! ! ! ! ! ! ! ! ! ! ! !

Google Tag Manager can pass these variables on to Google Analytics directly or post-decoded. "

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

! ! ! ! ! ! ! ! the variables from CRM must be added to Google Analytics under adequate indexes and every ! Eventually, variable must be assigned by level: “User”, “Session”, “Hit” or “Product”" ! !

CHALLENGE V: REACTIONS to the BUSINESS CHANGES" A lack of continuity in terms of the tracking between limango.pl and limango-outlet.pl domains.! "

Last May, limango.pl launched an additional shop, based on a model different to the existing one. Limango-outlet.pl – an online shop with affordable prices - joined the shopping club available only to registered users. Limango Outlet was developed as a standalone domain." "

Google Analytics’ automatic configuration does not allow one tracker to track other domains, therefore every domain has its own set of cookies. This made tracking Limango Poland as a whole - impossible." "

" " " " " " " " " " " " " " " " " " " " " "

Tag Universal Analytics in Google Tag Manager with inter-domain tracking functionality on."

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

" " " " " " " " " " " " " " " " " After clicking on a link leading to a different domain, an Analytics session is passed on with the use

!

of the additional parameter “_ga”, attached to an URL."

The lack of a proper inter-domain tracking configuration could mean that Google Analytics would randomly attach the source as a ‘referral’ to the users who came to Limango Outlet from the shopping club website. So this could look like the users had landed on the website via links on referral websites in this way, the data concerning user behavior would be incomplete." "

Interrupted tracking concerning the two websites would make a proper measurement of KPI achievement impossible. KPI are set not only for particular shops but primarily for the whole limango.pl business." "

A temporary configuration was made which presumed the existence of three Analytics accounts – two separate ones for the domains: limango.pl and limango-outlet.pl and one aggregated for all of the domains. After a successful data validation, the aggregated account became the main tracker and Limango Poland is now able to measure its business as a whole or selectively, depending on the defined filters." !

GROUNDWORK" Limango.pl uses sophisticated solutions to take advantage of the potential of digital analytics to systematically improve its profits. However, this would be impossible without the implementation of digital analytics within the company." "

However, digital analytics is not only about tools – it is also about having competent team and properly developed processes in the first place. Only a skillful combination of these three elements can lead to conducting solid analyses, the drawing of the right conclusions and – eventually – the creation a company which is able to make key decisions on the basis of data." "

Limango.pl started the implementation of digital analytics in 2013. The Mavenec team helped to build analytical structures. The objective of the project was to build digital analytics within the company and to set the right course for its development." "

The project (led by Mateusz Dałek) lasted a year. During the first 6 months, the Mavenec analysts implemented the tools, helped to recruit the team, and built know-how within the company. The post-implementation support lasted for a further 6 months." "

Where to start with digital analytics development in a company?" "

- Prior to the start of digital analytics development, we diagnosed the current state and determined the fields that required amendments. We used WAMM (web analytics maturity model) methodology which helped us to assess what stage of development we were at – said Mateusz Dałek, Head of Project Management Department." "

A survey and evaluation of the company’s WAMM is one of the elements that a digital analytics implementation project should start with." " "

! www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

In the case of limango.pl, the web analytics maturity model enabled an evaluation of its digital analytics to a sophisticated level in a 6-dimensional model. Mavenec’s team of analysts checked and verified the company using the following fields:" 1. 

The relevance of the digital analytics, "

2. 

The objectives of the digital analytics, "

3. 

The scope of the digital analytics,"

4. 

The team and their level of knowledge, "

5. 

The ongoing optimization process and the methodology of the data analysis, "

6. 

The tools, technology and data integration."

"

A pre-implementation audit was another essential element which provided a roadmap to the ongoing analytics processes and dataflow." "

At Limango Poland, the Mavenec experts had conversations with the people who take advantage of data in their everyday work. Their aim was to get answers to the most important questions, e.g.: " "

• 

Who is in charge of particular actions?"

• 

Who conducts analyses and to what extent?"

• 

Do the analyses contain conclusions and recommendations?"

• 

In what form are the analyses which are passed on?"

• 

Who takes advantage of the analyses and to what extent?"

The outcomes of the pre-implementation audit covered a precise description of the condition of the current digital analytics as well as the analytical processes and a dataflow map which was later supplemented by collectively developed schemes later on. The map will be the cornerstone for digital analytics functionality at limango.pl." "

OBJECTIVES ARE CRUCIAL" The next important step was to develop the Key Performance Indicators. Mateusz Dałek conducted KPI workshops and 10 essential indicators were hammered out. These are metrics which measure the execution of the most important business objectives." "

- During the workshops, we introduced to the Mavenec team our strategic, long-term business objectives and laid out our operational aims. Afterwards, with Mateusz Dałek’s help, we managed to choose the relevant Key Performance Indicators in the form of specific metrics and – something that is of great importance to us – we assigned the responsibility for a specific productivity factor to particular people – said Martin Solarski, CEO of Limango Poland." "

As previously mentioned, the development of digital analytics within a company and advancements in the three essential fields (tools, processes and people) are inextricably bound up with each other. " "

TOOLS" After the development of the KPI, the time came to configure the tools properly. The Mavenec team of analysts conducted an audit of the current Google Analytics installation. After this, the analysts developed a dedicated tool configuration based on the data collected during the business analysis. This configuration will be in charge of limango.pl’s business objectives."  "

PROCESSES " The next essential element was to design a continuous analysis process and to take advantage of the collected data." "

- One of the most important processes in a company is data analysis. The first step is to collect solid and useful data – our hypotheses are based on them. The recommendations are developed thanks to clearly specified hypotheses. We define any possible changes in order to streamline the analysed sectors. Then we take any actions which can influence further (in the longer or shorter perspective)better financial results of the company. – says Mateusz Dałek, Head of Project Management Department." "

" " "

!

www.mavenec.com"

+48 22 250 14 29"

[email protected]"

Rzymowskiego 31, 02-697 Warsaw"

PROCESSES " Avinash Kaushik, an expert in digital analytics, often mentions the 10/90 rule – if you have 10 000 USD to spend on the achievement of some business objective, allocate 1000 USD on tools and 9000 USD on people." "

Correctly gathered data, well configured tools and excellently designed processes do not in themselves help us to profit from digital analytics, unless we also possess resources in the form of knowledge and people. This is why one of the biggest challenges when it came to the implementation of digital analytics at limango.pl was the recruitment of a competent analyst." "

- We supported limango.pl in looking for a person, who would be able to analyse data and develop recommendations based on them. We decided collectively (a decision which included the board of limango.pl) that would look for a business-oriented person who possessed good communication competences as well as the ability to analyse and think logically. The recruitment took a few months, but we tackled this challenge – said Mateusz Dałek." "

Konrad Wojciechowski took the position of analyst position at limango.pl. " !

SUMMARY" In an era of Big Data, every move and action of a website user can be measured and reported. This is why the development of analyses is becoming a serious challenge. Analyses are the cornerstone for making relevant business decisions and taking effective actions based on data." "

Limango Poland took up the challenge, systematically developed digital analytics within the company and on the basis of the correct data, created suitable competences and effective processes. "

"! If you like that case study, feel free to share it! For over 5 years we have been helping companies leverage data from digital channels " to make better business decisions. We have been transforming them into data-driven organizations. " "

Contact us and we will tell you how you can grow your revenue and profits leveraging digital analytics and conversion rate optimization. " "

email [email protected] Phone EU: +48 22 250 14 29 US: +1 (646) 893 1230!

Mariusz Michalczuk! Digital Analytics Expert"

Mateusz Dałek! Head of PM Department

Elzbieta Brzoz! Marketing Specialist

I am a co-founder of Mavenec. for over 5 years I have been

As the Head of Project Management Department I am

At Mavenec I am responsible for PR and Marketing. I am

focused on creating business value by leveraging data from digital

here to guarantee the highest quality of our projects. I make

in charge of our content strategy, social media channels,

channels. With strong statistical background and certifications

sure that we constantly focus on delivering highest ROI

external partnerships. Being so close to digital analytics

from top analytics vendors I change business leaders’ approach

from data-related solutions that we implement. I have assisted more than 40 companies in their efforts to sharpen their

and conversion rate optimization enables me to make data-driven decisions and single out the most effective

competitive edge through digital analytics.! [email protected]"

marketing efforts.

to digital marketing from gutto data-driven.!

[email protected]" @"

@mateuszdalek"

[email protected]" @elabrz"