Digital marketing is the core of an e-commerce business. In order to provide daily full accuracy into the efficiency and uplift of marketing campaigns one needs a 360° cross-channel transparency. At start, there were no clear digital marketing KPIs; although numbers were available through the respective channel interfaces (i.e. Google Adwords, Facebook Ads Manager), these single-channel interfaces (owned by the vendor) had major challenges such as attribution, single-channel biases, limited access to details, etc.
To address these challenges the project aimed at building end-to-end cross-channel transparency for digital marketing. As such, this required to enable 4 elements: (a) smart campaign-name tagging, (b) proper data-tracking, (c) KPI clarification and aligned measurement and (d) automated reporting.