Case Study
Analytics Audit & CDP Strategy
Project 3’s Strategic Overhaul of a Retail Giant’s Data Layer and CDP Implementation
-
Case Study Details
Client X, a prominent retail company, encountered substantial difficulties with their data accuracy and analytics reporting. Their existing Tealium implementation was plagued with numerous “band-aid” fixes accumulated over the years, leading to unreliable data and compromised customer insights. These issues hindered their ability to effectively track and analyze customer behavior, ultimately impacting their overall business performance.
Key Challenges
- Disjointed Data Layer
- Lack of Tealium Expertise
- Inaccurate Analytics Data
- Complex Integration Post-Acquisition
Key Technologies
- Tealium AudienceStream
Key Services
- Analytics Audits
- CDP Strategy
Objectives
Client X, a major clothing retailer, sought to resolve critical issues with their Tealium implementation, which was affecting the accuracy and functionality of their Analytics. Following a major acquisition, their focus on merging development teams led to overlooked analytics, causing the data layer to become disjointed. The primary goals were to rebuild the data layer for reliable tracking, enrich the CDP with Customer Attributes, and ensure seamless collaboration between internal teams.
The Challenges to Better Conversion Rates
- The existing Tealium implementation was riddled with numerous quick fixes (‘bandaids’) that hindered the functionality of the data layer.
- A lack of Tealium expertise led to unreliable data collection, affecting the accuracy of analytics reports.
- The information architecture was disjointed, making it difficult to track customer behavior consistently.
- The merging of technologies from acquired brands further complicated the data layer, with little attention given to aligning analytics across platforms.
“The team at Project 3 Consulting really understood our challenges and worked seamlessly with us to fix them. Thanks to their efforts, our data is now much more accurate, and we feel more confident in our decisions. We’re looking forward to building on this success.”
– Client X Representative
Our Strategy and Implementation Process
Project 3 Consulting stepped in to address these issues by:
- Conducting a thorough audit of their existing Tealium implementation and identifying the root causes of data inconsistencies.
- Collaborating with their front-end developers to rebuild and optimize the data layer for more accurate tracking.
- Gradually removing the “bandaid” fixes that had accumulated over the years, which were hindering proper functionality.
- Enriching their Customer Data Platform (CDP) by integrating Customer Attributes, allowing for a comprehensive view of both offline and online user behaviors.
- Providing strategic guidance to ensure that the new data structure supports future growth and deeper insights.
- Maintaining ongoing communication with Client X to refine and enhance the system as needed, ensuring long-term success.
The Results and Benefits
The impact of our solution was significant:
- Streamlined Data Layer: By addressing the disjointed structure, we improved the functionality and reliability of the data layer.
- Enhanced Customer 360 Visibility: The enrichment of the CDP with Customer Attributes allowed for a more holistic view of customer behavior.
- Improved Data Accuracy: The removal of ineffective fixes and proper rebuilding of the data layer resulted in more accurate analytics data.
- Ongoing Collaboration: Our partnership with their front-end developers built trust and ensured smooth integration, setting the stage for continued success.
This project is ongoing, with further enhancements planned as we continue to collaborate with Client X. The improvements made so far have laid a strong foundation for continued optimization and more accurate data insights.
