Step by step data-driven working with the Digital Power Building Blocks model.


  • Customer case
  • Data Analytics
Joachim van Biemen
Business Manager
3 min
01 Mar 2019

RetailTrends is a family business with a media platform for retailers. Over the years, the company has developed from a publisher of a single print magazine to a multimedia platform. This consists of two websites with news and background articles about the industry; a print magazine; an online magazine; and events. Interested parties are kept informed via various newsletters and social media channels. Some of the content is only accessible to members.

RetailTrends enlisted our help to provide insight into all channels using web analytics. For example, they wanted to make their content even more relevant to their target groups and ultimately convert more readers to a paid membership.

Our approach

Managing Key Performance Indicators (KPIs) using web analytics was a new topic for RetailTrends. That is why we divided the project into several phases, evaluating the actions and results against each other and determining the next steps.

To make all channels transparent with the help of data analytics, we first had to go back to the basics. So we started by asking some important questions. We did this on the basis of the first layer of our Building Blocks Model. Based on the mission, vision, and strategy, we established the concrete goals together with RetailTrends. We then determined the KPIs that make progress towards the goals measurable. Important KPIs were, for example, the number of newsletter subscriptions and the number of conversions from a free to paid membership.

The Digital Power Building blocks model for data-driven working
The Digital Power Building blocks model for data-driven working

Then, in line with the second step in our Building Blocks model, we examined what was needed to make these KPIs measurable. To guarantee the reliability of the web statistics, we performed a Google Analytics audit. This resulted in very concrete points for improvement, which we immediately implemented in consultation. We additionally made adjustments to enrich data collection via Google Analytics and measure specific conversions.

Not all KPIs for could be measured with a standard implementation of Google Analytics. To also measure events (actions by users on the site), we implemented Google Tag Manager. We worked closely with RetailTrends' own web developer.

The result

RetailTrends can now steer on KPIs and fully rely on its web analytics.

After phase 1, we presented all implementations and changes and explained how the KPIs are measured. We shared a clear reference book with all the actions we had taken together.

During the same session, we presented possible next steps.

A data-driven future

In phase 2, in line with step 3 of our Building Blocks model, we will use the insights from the data for conversion optimisation and improvement of the online customer experience. The transfer of knowledge to our own employees is an important spearhead in this regard.

Want to know more?

Business Manager Joachim will be happy to talk to you about what we can do for you and your organisation as a data partner.

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