PROBLEM: Digital division of global luxury retailer lacked a subject matter expert for data, reporting and analysis.

FINDINGS:

• Team had not been trained to use the digital analytics solution (Google Analytics) or to read/understand the data.
• KPIs were not determined or reported regularly.
• Staff and management were on their own to find data and analysis required to support business decisions in addition to the job of managing the business.
• Data played a very small role in day to day operations.

ACTION: Passport Analytics stepped in to serve as analytics SME for two years.

• Utilizing existing analytics and marketing data, Passport Analytics developed a state-of-the-digital-business presentation identifying historical performance, recommended KPIs and reporting needs (among many other recommendations).
• Business specific Google Analytics training was created and delivered to the team.
• A suite of business reports was designed and iterated with the team to provide for daily, weekly and monthly business, marketing and site performance analysis.

RESULTS: The business shifted to a data-driven model. All KPIs showed strong increases year over year: during holiday months, both revenue and conversion more than doubled vs prior year and plan.