Taking action on shifts in trends and user demand
With the drastic shifts in consumer behaviour in 2020, Outnorth needed a faster and more automated solution for identifying trends. One that could live track where and what the opportunities were within their product catalogue – and direct spend accordingly.
The solution? A custom report within Google Data Studio that pulled live data to show a quick and automated overview of actual consumer trends.
Outnorth is an e-commerce retailer of outdoor equipment and apparel focusing on the Northern Europe markets.
The process
Our role
Outnorth needed a solution that could evaluate and visualise their customer data in a way that could enable real-time decision making on their product catalogue.
Our team used Google solutions BigQuery and DataStudio to create a seamless integration from data to delivery.
The challenge
The onset of the COVID-19 pandemic enabled a drastic and rapid shift in consumer behaviour – we needed to find a way to help Outnorth adapt to this challenge.
With the right data, they could provide customers with the right content at the right time and increase marketing spend and efficiency at the same time.
The solution
The result of our efforts was a comprehensive warehouse of data stored in Google BigQuery and pushed live to a report in DataStudio.
The real-time analysis enabled Outnorth to have insights into trending product categories, website behaviour and much much more… ultimately making their online spend far more efficient and increasing ROI.
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We have worked on trying to identify trends of traffic and sales in our markets by combining different data points: last year’s development, manual follow ups etc. With this report we get a quick and automised overview of actual shifts in trends and not only linear trends. This helps us in many areas but mainly it gives us an insight in customer demand and where we can have the biggest impact.
The result
Fresh trend data
Fresh and updated trend data on a daily basis, that enables quick and confident actions on user behaviour and trending product categories.
Opportunities
Focus and budgets can be directed towards high potential product segments and toward marketing channels that drive revenue.
Integration
Daily insights can be used to iterate on the campaign plan. Outnorth was able to integrate the tool quickly as a recurring part of their planning across the organisation – not just for marketing..