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The Goals

  • Improve measurement plan to drive site and marketing performance
  • Derive accurate, fast insights to inform real-time decisions

The Approach

  • Implemented Google Analytics Premium integrated with DoubleClick Campaign Manager
  • Created a strategic measurement plan to understand behavior and identifyproduct merchandising opportunities

The Results

  • Achieved transparency into all digital marketing performance throughout customer lifecycle
  • Gained insights into customer journey and channel attribution
  • Identified products showing strong value but low site visibility
  • Following move to Google Analytics Premium, Matalan saw a 28% year-over-year increase in conversion rate, leading to significant increases in visits and revenue

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Published December 2014

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.

Lee Pinnington, Multi-Channel Marketing Director, Matalan

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.

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