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Project Name

Driving Sales & Revenue Growth for a Manufacturer with Google Analytics Connector

Industry
Manufacturing
Technology
Salesforce

Overview

Our client operates as a leading manufacturer of automobile equipment. They design, produce, and supply various parts and equipment used in the automotive industry. In order to boost their sales, streamline supply chain management, and provide exceptional customer support, they leverage an e-commerce website built on Salesforce Commerce Cloud. The client was seeking a comprehensive solution to better understand buyer intent, determine the most demanding product, optimize customer journeys, and drive sales.

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Challenges

Our client encountered the following challenges:

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  • Complex Customer Journeys: Like other manufacturing companies, our client also has long and complex buying cycles. This involves multiple touchpoints across websites, catalogs, pricing inquiries, and product specifications. As a result, it was difficult to track these interactions and understand the buyer's intent.
  • Limited Visibility into Product Demand: Our manufacturing client had no comprehensive analytics solution integrated with the website. Consequently, they were unable to monitor or track product views, most-visited or frequently purchased products, customer inquiries, etc.
  • Fragmented Data Sources: Our client uses various tools for different operations, such as marketing, product management, customer services, etc. Bringing this fragmented data in a single place to gain a unified view of customer journeys was challenging. Also, analyzing and reporting this siloed data was time-consuming, which affected decision-making.
  • Lack of Precise Customer Data: Due to the lack of an analytics tool, the client had no understanding of customer preferences and needs. So, they were unable to offer optimal user experiences.

Our Solution

We implemented our Salesforce app, Google Analytics Connector (GAC), which integrates Google Analytics 4 (GA4) with Salesforce Commerce Cloud (SFCC). With our solution, the manufacturing client was to track user actions on their website, understand their intent, and offer optimized experiences.

  • Track Customer Interactions: Google Analytics Connector enabled our manufacturing client to track key actions such as product views, specification downloads, and inquiries. With GA4’s enhanced event tracking, the client was able to analyze the entire buyer journey, from initial research to final product purchase.
  • Real-time Data Insights: Our app provided the client with real-time visibility into frequently visited products, most viewed products, markets with high interest in a specific product, etc. This enabled the client to quickly respond to shifts in demand and optimize supply chain planning with precision and agility.
  • Custom Event Tracking: With GAC, the client created custom events for tracking, such as customers requesting quotes, downloading technical documents, or adding products to their inquiries. These events were tailored to the unique needs of our client’s manufacturing process.
  • Data Integration Across Platforms: With seamless integration with other marketing tools such as Facebook Pixel, and LinkedIn Insight Tag, GAC enabled our manufacturing client to get a complete view of customer engagement, even across advertising platforms.
  • Enhanced Customer Experience: Our app helped the client identify pain points in the customer journey. They were able to identify the point where potential buyers may drop off. With real-time insights, they optimized the user experience. This included improving site navigation, enhancing product search functionality, and streamlining the quoting process.
Results
    By implementing the Google Analytics Connector, a leading automobile equipment manufacturer experienced the following significant improvements:
    • 20% Reduction in Excess Inventory: With Google Analytics Connector, the client was able to determine equipment models with the most views and inquiries. With real-time insights, they understood product demand, managed their inventory, and adjusted production schedules accordingly. As a result, there was a reduction in excess inventory and improved supply chain efficiency.
    • 25% Increase in Quote Requests: The manufacturing client gained a detailed view of customer journeys. They identified and addressed bottlenecks in the quotation process. This led to improved conversion rates for high-ticket machinery.
    • 30% Increase in Qualified Leads: Through integration with LinkedIn Insight Tag and Facebook Pixel, the manufacturing company was able to track the success of its targeted marketing campaigns. With insights, they optimized campaigns and experienced an increase in qualified leads.
    • 15% Increase in Revenue: Our app’s robust reporting allowed the company’s authority to make data-driven decisions about product launches, promotional offers, and market expansion. They experienced an increase in revenue within the first year of implementation.

    Outcome

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    Conclusion

    After implementing our Salesforce app, Google Analytics Connector, the manufacturing client gained real-time insights into user actions on their website. They had a better understanding of which customers were interested in their products and pinpointed high-demand products. With this data, they made informed decisions on optimizing inventory, running targeted campaigns, and launching new product products, ultimately leading to increased sales and revenue.

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