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Case study

Data Revamp: Strand's Journey to Data-Driven Success.

‘Strand' (previously Strandbags), a renowned global retailer specialising in fashion travel luggage, bags, and accessories in Australia, New Zealand, and the UK, embarked on a transformative journey to enhance their online presence and boost sales. Facing data accuracy and fragmentation challenges across their digital infrastructure, they sought the expertise of our web agency.

100%

User Behaviour Insights

Purchase accuracy attained.

Facilitated the development of targeted strategies to optimise marketing efforts and enhance overall performance.

01 The challenge

As Strand embarked on their data-driven voyage, they encountered formidable challenges that threatened to undermine their journey towards success. This resulted in incomplete datasets, skewed analytics, and misleading insights that could sometimes hinder decision-making.

Inaccurate data

The first challenge was inaccurate data. Despite their efforts, the data collected often failed to represent real-world scenarios accurately. This discrepancy led to skewed insights, casting doubt on the reliability of their decision-making processes.

Missing data layers across the user journey
Another obstacle was the presence of missing data layers throughout the user journey. These gaps disrupted the comprehensive understanding of user behaviour, from initial browsing to final purchase. Without a clear view of the journey, Strand risked making decisions based on incomplete information.

Lack of centralised data
Adding to the complexity was the need for centralised data. With information scattered across their infrastructure, Strand needed help to create a unified repository. This fragmentation made thorough analysis and reporting challenging, leaving them without a clear direction.

Client-side tracking only, missing order data
Tracking mechanisms solely reliant on user interactions within the web browser (client-side) led to instances where critical data, such as purchase information, was overlooked or incomplete.

In response to these challenges, our team charted a strategic course to guide Strand through the complexities of data optimisation.

 

Audit of GTM and GA4

MindArc began by thoroughly auditing Google Tag Manager (GTM) and Google Analytics 4 (GA4), meticulously examining every aspect of their data collection processes. This audit served as the compass that would guide us towards identifying issues and missing data, laying the foundation for corrective action.

 

Identification of Tag Load Performance Issues

One key issue MindArc addressed was the performance of tag loads. Tags are essential for capturing data, but valuable information can be lost when they load slowly or fail to deploy. By identifying and rectifying these performance issues, we ensured Strandbags could capture every data point with precision and accuracy.

 

Correcting Event Naming Conventions

Inconsistencies in event naming conventions can impede practical data analysis. MindArc also focused on correcting event naming conventions to create a standardised framework for data analysis. Aligning event names ensured consistency across platforms, making interpreting and analysing data effectively easier. 

 

Cleanup and Refinement of Settings

Furthermore, MindArc undertook a comprehensive cleanup and refinement of settings, streamlining channel groups, retention settings, and attribution models. This process optimised data categorisation and accuracy, ensuring Strandbags could navigate their data landscape clearly and confidently.

02 Our approach

Armed with our strategic adjustments and innovative solutions, we set Strand on a path towards success. One of our most impactful actions was implementing a cutting-edge server-side tracking solution in collaboration with Elevar and their Tracking app. This approach enhanced data accuracy and reliability, providing Strand with a clear view of user behaviour across their digital platforms.

 

Additionally, we meticulously reviewed and optimised GA4 setups, aligning them with industry best practices and Strand's unique needs. This process ensured that every data point captured was relevant and actionable, empowering Strand to make informed decisions and confidently drive strategic initiatives.

03 Actions taken
04 The result
  • Attained 100% purchase accuracy, instilling confidence in the reliability of their data and enabling precise tracking and analysis of user journeys and purchases.

  • Gained valuable insights into user behaviour, facilitating the development of targeted strategies to optimise marketing efforts and enhance overall performance.

 

With enhanced data reliability, MindArc provides Strand with a robust foundation for deriving actionable insights and making informed business decisions.

MindArc's collaborative journey with Strand exemplifies the transformative power of data optimisation in driving business success. By addressing challenges related to inaccurate data, missing data layers, and fragmented sources, we equipped Strand with the tools needed to navigate the complexities of the digital landscape. Moving forward, we remain steadfast in our commitment to guiding Strand towards continued growth and success through ongoing support and collaboration. Together, we will chart a course towards new horizons, leveraging the power of data to unlock new opportunities and sail towards even more remarkable achievements.

05 Conclusion
James Gill
Head of eCommerce Trade & Merchandising at Strand

We at Strand have worked with the Mindarc team for over 3 years now. The team have advised, delivered, and supported some major initiatives across the business such as a website re-platform to Shopify, our international launch into the UK market, and the introduction of a virtual assistant across our stores. The partnership continues to grow from strength to strength with frequent changes to their operating rhythm to support the business’ requirements. Mindarc’s approach to each project is a key standout with budgeting, forecasting, and communication being consistently strong.

Fabien Galet
Head of SEO & CRO at MindArc

By leveraging our expertise in GA4 and GTM audits, we identified data discrepancies across channels and addressed legacy issues. To ensure the highest level of accuracy, we partnered with our trusted provider, Elevar, to develop a cutting-edge tracking solution for Strand. Our expertise also facilitated a seamless integration process without data loss, ensuring a smooth transition between tracking methods. At Mindarc, our deep understanding and expertise allow us to integrate tracking solutions risk-free, using a step-by-step process to scope all necessary destinations and avoid confusion throughout the project. This collaboration resulted in 100% purchase accuracy and a streamlined multi-destination tracking experience for platforms like Meta Ads, Google Ads, and GA4.

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