Luxury marketplace 1stdibs reaches new heights with Google Analytics 360
Company Size
200-1,000
Region
- America
Country
- United States
Product
- Google Analytics 360
- Google Tag Manager 360
- Google BigQuery
Tech Stack
- Google Analytics
- Google BigQuery
- Google Tag Manager
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- E-Commerce
- Retail
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Inventory Management
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
About The Customer
1stdibs.com is a global destination for the best in furniture, fine art, vintage fashion, and jewelry. The company set out to revolutionize a classic old-world industry by connecting the world’s finest dealers with discerning buyers online. As business grew, 1stdibs realized that it would need a broader and deeper understanding of e-commerce customers and the marketplace. The company is headquartered in New York, New York and brings together more than 2,000 of the world’s finest dealers in furniture, fine art, and collectibles with a curated inventory available nowhere else online.
The Challenge
1stdibs.com, a global destination for the best in furniture, fine art, vintage fashion, and jewelry, was looking to revolutionize a classic old-world industry by connecting the world’s finest dealers with discerning buyers online. As business grew, 1stdibs realized that it would need a broader and deeper understanding of e-commerce customers and the marketplace. The company needed a scalable infrastructure to collect, process, store, and visualize data. It also needed to recruit analytics talent and build a culture in which data was at the heart of the business. The company was using Google Analytics to collect and analyze data, but knew they were just scratching the surface. Without a solid attribution strategy, the marketing team didn’t know what it cost to acquire a customer. The team had no way to measure the effectiveness of cross-channel programs.
The Solution
Cardinal Path, a Google Analytics 360 authorized reseller, helped plan and deploy a custom solution for 1stdibs with Google Analytics 360, Google Tag Manager 360, and Google BigQuery. Cardinal Path first helped 1stdibs explore and document stakeholder objectives. Then, they established data frameworks and key performance indicators (KPIs) to measure both failures and successes clearly. Implementing Analytics 360 gave the 1stdibs team a wide-angle view of their business. With Analytics 360, 1stdibs used Universal Analytics and took advantage of custom dimensions. 1stdibs created dozens of new customer, session, and product attributes. The company can measure traffic and goal conversion among customer groups like design professionals or VIPs to understand behavior patterns and tailor the on-site experience to their needs. Custom data also helps 1stdibs find and identify new prospects, delivering the right message to the right person at just the right time.
Operational Impact
Quantitative Benefit
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