Enabling Seamless MarTech Integration for a retails home improvement products provider
Discover how NULogic enabled martech for a retails home improvement products provider.
The Challenge
Like any large corporation, our client had too many MarTech systems. They had a website built with BigCommerce (e-commerce engine), Salesforce (CRM), Drupal (CMS), Marketo Engage (Marketing automation), 6Sense (audience intelligence), GA4, Adobe Analytics (web analytics), GTM (tag management), Marketo Measure (Attribution). However, the connections across these were not fully set up.
This led to poor visibility on the user journey and also poor campaign optimization, as the conversion data was not clear on the online leads and transactions.
The NULogic's Solution:
NULogic did the below tasks to enable better campaign optimization:
- DeDuplicate the tools: Over the years, the client had accumulated many unused tools that added to the cost. We eliminated those tools which served the same purpose. For example, they were using Marketo Measure, GA4 & Adobe Analytics. We recommended using just GA4 as we can simplify reporting at a minimal cost.
- Build a comprehensive dataLayer: For efficient web tracking, passing as many variables to the end-points is critical. We need rich non-PII data to be exposed in the dataLayer so that the right data can be passed across platforms.
- Work on data connections: MarTech platforms are only as good as the data they receive from the other platforms. We fixed the integrations between GTM & Marketo, GTM & GA4, 6 Sense & Marketo, Marketo & Salesforce to give more context about users.
Why was NULogic chosen:
Understanding of MarTech tools
- We understood how different tools ingest data and where the faultlines could be.
Focus on campaign optimization
- The end goal of the engagement was to improve the campaign performance. The NULogic team's ability to execute digital campaigns and understanding of how clean data influences campaign outcomes was a critical factor.
Impact
- The RoAS from search campaigns improved once the GA4 conversion goals & offline data from Salesforce were uploaded.
- There were cost savings by eliminating unused tools.
- The brand was able to attribute their marketing spends better.
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