CASTORAMA - how connecting Google Analytics with your data feed can impact your business

Challenges and goals

There were 3 main challenges in the cooperation with CASTORAMA:

a/ the incredibly vast scale of the client,
b/ the plethora of its inventory
c/ the wide structure of the sales network

Over 80 locations of offline stores have their digital representation within the e-commerce ecosystem that is run by the client at castorama.pl That means all the inventory relevant for online sales has to be updated regularly and adjusted according to the needs of the sales network and trends within the industry. This is a huge challenge not only from a technical point of view, but also for the analytics run by the client. 

Solutions provided by feedink

To meet the extensive needs of the client, feedink had to take the feed management approach to another level. Just on an input level, data provided by the client has over 30 sources that are combined and exported into another 30+ outputs. All of that is needed to coordinate marketing efforts of the aforementioned digital representations of 80+ CASTORAMA stores. The sheer amount of data that has to be computed to meet those needs on a daily basis is incredible. A big part of that is Google LIA (Local inventory ads) management. Every single store in the sales network usually has over 40.000 items in stock, multiplying that by the number of local stores and managing it smartly creates quite a challenge that would be impossible to tackle without advanced tools. Thanks to the partnership of technical teams on both sides, feedink was able to set up an environment that is easily manageable by the client and at the same time presents incredible opportunities.

Google analytics integration

A big chunk of data provided by the client is sourced from Google Analytics. Resourceful CASTORAMA approach and smart feedink solutions resulted in a great analytical tool that could give a new perspective on all the numbers that are normally provided by GA. Combining typical GA reports (such as revenue or number of clicks) with data that is a part of the product feed (such as stock availability) was possible thanks to the flexibility of the feedink tool. Smooth and seamless integration with GA tools was done without engaging IT resources on the client's side. 

Benefits for CASTORAMA

For CASTORAMA and feedink cooperation definitely exceeds just feed management. Smart and lean problem solving resulted in the creation of completely new tools that the client can use in many aspects of their business - not only in the digital marketing landscape.

According to CASTORAMA, information that can be acquired via comparison of GA and product feed data is extremely useful. Not only for marketing purposes but also on an operational level.