Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics
Customer Company Size
Large Corporate
Region
- Middle East
- America
Country
- United Arab Emirates
- United States
Product
- Google Analytics Enhanced Ecommerce
- Analyze.ly
- Google Remarketing
Tech Stack
- Google Analytics
- Google Adwords
- Google Tag Manager
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Productivity Improvements
- Cost Savings
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Retail
- E-Commerce
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Inventory Management
- Supply Chain Visibility
- Demand Planning & Forecasting
Services
- Data Science Services
- System Integration
About The Customer
Mumzworld is the Middle East’s largest shopping site for all things mother, baby, and child. The company advertises on many platforms and works hard to engage consumers with the best possible product catalog. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views.
The Challenge
Mumzworld, the Middle East’s largest shopping site for mother, baby, and child products, was facing a challenge in spending its ad dollars wisely. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views. For help, Mumzworld turned to InfoTrust, a Google Analytics Certified Partner that specializes in ecommerce data integration.
The Solution
The Mumzworld and InfoTrust team started by implementing Google Analytics Enhanced Ecommerce. Custom data attributes for products and channels helped show results beyond the channels driving the most profit. For example, Mumzworld set a custom metric for out-of-stock products seen by users. By comparing the volume of these views to other data like add-to-cart actions, the Mumzworld inventory team can make quick decisions on what to restock. This helps them make sure that top brands are always available to consumers. InfoTrust used Analyze.ly to connect multiple data sources, particularly non-Google channels. That made it easy to upload cost data from multiple channels into Google Analytics. Suddenly the team could see metrics like return per click (RPC) and return on ad spend (ROAS) for all its ad platforms. With more data from Enhanced Ecommerce and channel cost integration, InfoTrust built custom dashboards and reports to show Mumzworld’s top-performing channels by profit, not just revenue. ROAS-based optimization for campaigns and keywords helped the company maximize its margins.
Operational Impact
Quantitative Benefit
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