Tag Archives: case study

With Google Analytics Premium and DoubleClick: Matalan increases conversion rate 28%

This post originally appeared on the DoubleClick Advertiser blog as part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

As one of the UK's leading family clothing retailers, Matalan must be nimble -- faster decisions mean better customer engagement and more sales. So they worked with Morpheus Media to implement Google Analytics Premium with DoubleClick Campaign Manager. Google Analytics' powerful insights helped Matalan make better business decisions, faster.

Matalan was already using DoubleClick Campaign Manager to centralize their digital marketing and reports. Adding Google Analytics Premium side-by-side showed them campaign effectiveness even more clearly, allowing them to uncover the hidden value of their digital marketing efforts, like transactions where digital advertising had assisted a conversion on another channel.

“It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel,” says Lee Pinnington, Matalan's Multi-Channel Marketing Director.


With a complete view of their digital marketing ROI thanks to the integration of DoubleClick Campaign Manager and Google Analytics Premium, Matalan was able to put their marketing dollars where they would truly be most effective. And the results were dramatic: a 28% rise in conversion rate and significant growth in both site visits and revenue.

To learn more about Matalan's approach, check out the full case study.

with DoubleClick: Matalan boosts conversion rate 28%

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

As one of the UK's leading family clothing retailers, Matalan must be nimble -- faster decisions mean better customer engagement and more sales. So they worked with Morpheus Media to implement Google Analytics Premium with DoubleClick Campaign Manager to provide Matalan with more powerful insights and help them make better business decisions, faster.

Matalan was already using DoubleClick Campaign Manager to centralize their digital marketing and reports. Adding Google Analytics Premium side-by-side showed them campaign effectiveness even more clearly, allowing them to uncover the hidden value of their digital marketing efforts, like transactions where digital advertising had assisted a conversion on another channel.

“It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel,” says Lee Pinnington, Matalan's Multi-Channel Marketing Director.
With a complete view of their digital marketing ROI thanks to the integration of DoubleClick Campaign Manager and Google Analytics Premium, Matalan was able to put their marketing dollars where they would truly be most effective. And the results were dramatic: a 28% rise in conversion rate and significant growth in both site visits and revenue.

To learn more about Matalan's approach, check out the full case study.

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with DoubleClick: 20% boost in revenue for Chain Reaction Cycles

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Net Media Planet - traditionally an SEM agency with a proven record in paid search marketing - was looking to expand its services and grow its business. They adopted the DoubleClick Digital Marketing platform, starting with DoubleClick Search. The tool allowed the agency to work more efficiently and increase search performance for its clients. Building on this, they then expanded to display using programmatic buying on the platform to access new revenue streams and boost performance.

Chain Reaction Cycle - the world’s largest online bike retailer - is a key client who benefited from streamlining its operations. With all their data in one place, the team was able to really focus on identifying strategic opportunities. As a result, they increased revenue by 20%, and increased the number of clicks per month by 35%.


“Growing a search management agency can be challenging, being a very saturated sector, standing out is hard”, notes Luke Judge, Sales and Marketing Director for Net Media Planet. Not only did the DoubleClick Digital Marketing platform allow the agency to work more efficiently and improve performance, but the tool also allowed the agency to unlock new opportunities for its clients.

Display now accounts for 20% of Net Media Planet’s revenues, and projections for future growth are more than positive: “We expect this to grow 70% year on year for the next 2-3 years”, says Luke.

To learn more about the team's approach and results, watch the video below and check out the full case study here.

U.S. Cellular reveals true impact of digital media on sales with Google Analytics Premium

With 10.6 million cell phone customers and retail stores in 400+ markets, U.S. Cellular needs to reach a lot of people with marketing messages. That's why U.S. Cellular uses many marketing channels -- online, in-store and telesales -- to drive mobile phone activations.


U.S. Cellular was challenged though. They didn’t know how many of their offline sales were driven by their digital marketing. This made it harder to adjust their media mix accordingly and also to forecast sales. To fix that situation, U.S. Cellular and its digital-analytics firm, Cardinal Path, turned to Google Analytics Premium and its integration with BigQuery. 

Part of Google Cloud Platform, BigQuery allows for highly flexible analysis of large datasets. The U.S. Cellular team used it to integrate and analyze terabytes of data from Google Analytics Premium and other systems. Then they mapped consumer behavior across online and offline marketing channels. Each transaction was attributed to the consumer touchpoints that the buyer had made across various sales channels. 

The result: U.S. Cellular got real insight into digital’s role in their sales. They were surprised to find that they could reclassify nearly half of all their offline activations to online marketing channels.

U.S. Cellular now uses this complete (and fully automatic) analytics framework to really see the consumer journey and forecast sales for each channel. Their team has the data they need to make better business decisions. 

“We’re now in the enviable position of having an accurate view at each stage of our customer journey," says Katie Birmingham, a digital & e-commerce analyst for the company. "The Google Analytics Premium solution not only gives us a business advantage, but helps us shape a great customer experience, and ultimately ties in to our values of industry-leading innovation and world-class customer service.”


Posted by: Suzanne Mumford, Google Analytics Premium Marketing

Rooms To Go Improves the Shopper Experience by Integrating Google Analytics Premium with BigQuery

Rooms To Go, a home furnishing retailer, simplifies the shopping experience by offering completely designed room packages. When the company wanted to better understand how its customers purchase its different furniture and decor variations and add-ons to streamline online customization options, it turned to its agency -  LunaMetrics - who integrated Google Analytics Premium and BigQuery. This approach helped to identify which items customers commonly buy together, leading to smarter and easier customization for its users.

The Google Analytics Premium integration allowed Rooms To Go to:
  • Better understand what their site visitors were purchasing
  • Organize the data and isolate the products that were frequently purchased together in order to discover customer buying patterns
  • Expand functionalities of the website to accommodate these customer patterns—for example, making it easier for users to add extra dining chairs when purchasing a dining room set

Overall, this strategy helped Rooms To Go create a better user experience for its customers, and the company expects an increase in sales because of it. Read the full case study on Think with Google, and learn about being a Google Analytics Premium customer here.

Avvo Gains New Insights with Data Import

Companies use many systems to run their business. These may include multiple web advertising networks, CRM and content publishing systems, point of sale systems, inventory databases, etc. Integrating the data from these systems with Google Analytics provides a better understanding for how your customers behave on the web. 

At the 2014 Analytics Summit we announced the new Data Import. Data Import helps unify data from your different business systems, allowing you to organize your data the same way your business is organized. This will allow for more accurate analysis and bringing together previously disparate datasets into one complete picture. Using Data Import, you can upload your brand’s existing data into Google Analytics and join it with GA data for reporting, segmentation and remarketing.

By using the Data Import functionality in Google Analytics Premium, consumer legal services brand Avvo created clear, accurate data, which continues to impact decisions across their organization. While Avvo already had a successful and fast-growing business, the lack of visibility into advertising success made it hard to align key revenue opportunities with actual site usage. Read the full case study here.


“We’ve been very pleased with the results that were realized using Data Import in Google Analytics to analyze client behavior on our website. This exercise has given us better insight into valuable data that will ultimately impact how we segment the market for legal services.” 
- Sendi Widjaja, Co-Founder & CTO, Avvo, Inc.

Data Import also now supports a new Query Time mode that allows you to join your data with historical GA data. With this mode you can:
  • Enhance existing, already processed GA data with imported dimensions and metrics.
  • Upload calculated values after a transaction occurs, like total customer spend, last transaction date, or a loyalty score.
  • Correct any errors in data you have uploaded to GA in the past.
Query Time mode is currently in whitelist release for Premium users. For more information, contact your Premium account manager. You can learn more about Premium here.

Illustration of a new Google Analytics report with data from multiple sources 

We are also introducing a new version of Cost Data import that provides more versatile support for importing historical data. Additionally, cost data  can now be uploaded directly  through the Google Analytics web interface (previously, data import  required using the GA API). Note: Users of the original cost data import  must migrate to the new version. Details can be found in the cost data migration guide.

How to get started using Data Import
For more information, read Data Import on the Google Analytics Help Center. Also check our new developer Data Import guides that will get you up and running in no time. Some features are currently not rolled out to all users. If you’d like to join the beta for full-access, sign-up here.

Posted by Nick Mihailovski, Jieyan Fan, Richard Maher, Rick Elliott and the Google Analytics Team 

New tools to help advertisers embrace cross-screen campaigns


Today, we're excited to shine a light on several new features of the DoubleClick Digital Marketing platform that help advertisers more seamlessly embrace cross-screen advertising.

Mobile advertising is, without question, top of mind for marketers; but according to the latest "Internet Trends 2014" report from Mary Meeker, it's also the biggest opportunity gap of all forms of media spend. Although 20% of time spent on media is within a mobile environment, only 4% of US advertising spend is on mobile. (1) Marketers still struggle to get up to speed on the new technologies and strategies that cross-screen campaigns require.

That's why we're excited to bring new tools that make it easier to build, buy, target, execute and measure your campaigns across screens:

Google Web Designer integration:
  • Build HTML5 ads easily in Google Web Designer and publish them into DoubleClick Campaign Manager. This allows you to quickly get your HTML5 ads live and serving to any device.
Mobile inventory growth:
  • Buy more mobile inventory -- Programmatic mobile inventory on DoubleClick Bid Manager has grown 130% since Q4 2013 across 12 exchanges and includes both display and video formats. Adding mobile inventory on DoubleClick Bid Manager allows you to incorporate mobile into the rest of your media strategy and optimize across all of your media buys.
In-app remarketing:
  • (Re)target your customers using audience lists within mobile app environments, so that you can drive and measure re-engagement with your existing mobile app users. 
Publisher Certification program for in-app creative formats:
  • Execute your mobile campaigns with the confidence. While mobile rich media standards are widely accepted across the industry, publishers still vary in their implementation, resulting in discrepancies and inconsistent behavior of in-app creative. We are certifying publishers and networks to ensure their mobile apps can accept and run standard mobile in-app ad units (59 certifications completed to date.) 
In-app conversion tracking:
  • Measure in-app view-through and click-through conversions with Floodlight to report on mobile app downloads or any other in-app activities. Whether you are running an app install campaign or driving in-app purchases, you can now attribute these activities to your in-app media and better measure app campaign effectiveness.
TalkTalk drives 12% decrease in eCPA with HTML5 creative and mobile programmatic.
TalkTalk, a Telecom company based in the UK, has embraced cross-screen strategies for their campaigns and drove a 12% decrease in their eCPA using DoubleClick and Google Web Designer. Their creative agency, 22Design, used Google Web Designer to quickly learn and build HTML5 into TalkTalk’s campaign, getting the campaign live in a third of the expected time. 

Not only was the learning process much easier than anticipated, the HTML5 ads actually performed better than the Flash ads, indicating that TalkTalk’s audience was more receptive to the brand message on mobile devices than on desktops. Equipped with their new HTML5 creative and audience insights, TalkTalk was able to add mobile inventory to their programmatic media buy for the first time. 

Rather than waiting on the sidelines, TalkTalk has taken a proactive approach to trying new mobile strategies and techniques with DoubleClick. They started slow, tested what worked, and iterated on their findings, to get their campaigns running successfully across screens. 


We are excited about these new tools and will continue to improve our technology to help marketers and agencies more seamlessly build, execute and measure cross-screen campaigns.

Posted by the DoubleClick Marketing Team

(1) Mary Meeker’s “Internet Trends 2014” - http://www.kpcb.com/internet-trends 

The Search Agency saves times and discovers insights at scale with executive reporting from DoubleClick Search

The search marketing landscape can change quickly and marketers need tools that can adapt just as fast - to understand immediate opportunities, and react if necessary. Late last year, we announced executive reporting from DoubleClick Search to give marketers the ability to see their campaign performance quickly, across their entire business or in any specific view. Today, we’d like to highlight how a top digital agency has found success with our tools to increase efficiency and get a better handle on their business.



With hundreds of clients around the globe, The Search Agency’s leaders were finding it increasingly hard to keep an eye on the health of their business. Keen to quickly understand the performance while eliminating time-consuming monthly and quarterly reporting tasks, they adopted executive reporting from DoubleClick Search to help oversee company’s interests.

The team needed a way to get the big picture—fast. They also had to have details such as monthly and quarterly reports of all the agency’s business, aggregated for industries or individual clients, with in-depth costs by month, quarter or device.

“That kind of detail is essential for day-to-day work, but also for quick KPIs,” says Wiratunga. “If I’m walking into a board room with my department leads about a certain client or if I get called into a meeting with 15 minutes to prep, I need a way to see—on the fly—exactly what’s happening with an account and all of its issues.” 

After implementing executive reporting, Wiratunga was able to save multiple hours each month and quarter by eliminating repetitive reporting tasks for his team, and focusing them instead on more strategic work. He was also able to prepare for client escalations on short notice as needed. To get the full scoop on The Search Agency’s success, read the full customer story here.

The Search Agency saves times and discovers insights at scale with executive reporting from DoubleClick Search

The search marketing landscape can change quickly and marketers need tools that can adapt just as fast - to understand immediate opportunities, and react if necessary. Late last year, we announced executive reporting from DoubleClick Search to give marketers the ability to see their campaign performance quickly, across their entire business or in any specific view. Today, we’d like to highlight how a top digital agency has found success with our tools to increase efficiency and get a better handle on their business.



With hundreds of clients around the globe, The Search Agency’s leaders were finding it increasingly hard to keep an eye on the health of their business. Keen to quickly understand the performance while eliminating time-consuming monthly and quarterly reporting tasks, they adopted executive reporting from DoubleClick Search to help oversee company’s interests.

The team needed a way to get the big picture—fast. They also had to have details such as monthly and quarterly reports of all the agency’s business, aggregated for industries or individual clients, with in-depth costs by month, quarter or device.

“That kind of detail is essential for day-to-day work, but also for quick KPIs,” says Wiratunga. “If I’m walking into a board room with my department leads about a certain client or if I get called into a meeting with 15 minutes to prep, I need a way to see—on the fly—exactly what’s happening with an account and all of its issues.” 

After implementing executive reporting, Wiratunga was able to save multiple hours each month and quarter by eliminating repetitive reporting tasks for his team, and focusing them instead on more strategic work. He was also able to prepare for client escalations on short notice as needed. To get the full scoop on The Search Agency’s success, read the full customer story here.

Universal Analytics: Out of beta, into primetime

Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it. Since we launched UA in beta, we’ve seen some exciting use cases. Today we’re happy to finally announce: Universal Analytics is out of beta and everyone can use it with the same robust set of features you’re used to with classic Analytics!


Feature parity with Classic Analytics, new reports, better user-centric analysis
When we first introduced Universal Analytics and ran the beta trial, the number one request from our testers was for full access to all Google Analytics features and tools. Bringing Universal Analytics out of beta means that all the features, reports, and tools of Classic Analytics are now available in the product, including Remarketing and Audience reporting.

We’re also gradually rolling out the User ID feature to help you better understand your customers’ full journey. This feature shows anonymous engagement activity across different screens and visits to your site to provide a more user-centric view of your traffic, and help you build a more tailored experience for your customers as well. It will also enable new Cross Device reporting that shows how your users are interacting with your business across multiple devices. 

Additionally, Universal Analytics is also now covered by our Premium service-level agreement, which means that same level of service and additional product features Premium users have come to expect will stay the same when their accounts upgrade to Universal Analytics.

New Cross-Device Reports in GA let you see the full customer journey (click image for full-size).

Time Zone Based Processing: Fresher, more timely data
Today, all properties are processed in Pacific Standard Time. If you’re in a different time zone, this can create a lag in the data you see in your reports. With time zone based processing, you’ll see fresher data in your reports in a more timely manner.

Updates to the Measurement Protocol: User Agent / IP Override 
A top developer request, this feature allows developers to proxy data from devices and intranets, through internal servers, and finally onto Google Analytics. To support this, we added two fields to set the IP address and User Agent directly in the Measurement Protocol. With these features, we are also announcing the deprecation of the legacy mobile snippets. Users should update their code to use the Measurement Protocol. 

Our early Universal Analytics adopters have already seen some great results. This case study highlights some of the inspired ways our Certified Partner InfoTrust LLC has helped Beckfield College unlock the full capabilities of Universal Analytics including the use of Remarketing and Audience Reporting:

"Once we saw more than 25% of visits to Beckfield College's website were coming from a mobile device, we migrated them to Universal Analytics with plans on leveraging its cross-device tracking capabilities, and better understanding the full visitor journey across devices." -- James Love, InfoTrust LLC

If you use Google Analytics today, get started with Universal Analytics by upgrading your account. Learn more about the process in the Universal Analytics Upgrade Center, including auto-upgrade process, and timeline. 

If you are new to Google Analytics, learn more about Universal Analytics in the Help Center. 

We’ll share more creative implementations, case studies, and Universal Analytics resources in the coming months that we hope will inspire you to continue to grow your business with the insights you gain using Google Analytics. 

Posted by Nick Mihailovski, Product Manager, Google Analytics