Expanding the data-analysis power of Tradera
Since 2012, Precis has been growing the analysis capacity of Tradera, the largest online marketplace in the Nordics
Like Ebay, its holding company, Tradera is an auction based market yet allows fixed price purchase. It has more than a million items on offer and over two million active users. Fuelled by Google Tag Manager, Google Analytics Premium, and BigQuery, it’s still getting bigger.
At the end of 2012 we understood we needed help to implement comprehensive tracking at Tradera. Precis Digital had the right mindset and the technical expertise.
A complete migration to tag management, through Google Tag Manager, has enabled much faster publication of tags. This has increased the publication frequency of new tags and helped increase efficiency and security within the organisation.
Implementing User-ID tracking in Google Analytics enabled Tradera to perform cross-device analysis and continuously analyse user interaction across platforms. Insights drawn from this analysis were used to adjust and create new marketing activities.
Implementing Google BiqQuery analysis boosted analytical productivity by enabling faster data integration and additional data sets. Integrating Traderas BI system then enabled a strong link between business data and marketing activity data.