Logistics and Supply Chain
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The client is a leading North American logistics firm offering end-to-end supply chain and 3PL services to a global customer base. With a large chunk of business coming from the digital freight matching website, the client sought a detailed audit and upgrade program to garner useful insights that could enable them to enhance offerings and customer service levels.
It was decided to implement digital analytics to measure and analyze metrics related to user journey on the website.
The client worked with an external agency in tandem with their in-house team to build and manage their website. The marketing tags installed on the website didn’t provide adequate insights on user behavior and browsing patterns. Frequent changes in UI upgrades and lack of custom reporting filters made it difficult for the client’s marketing team to measure and improve website performance. The website suffered from:
Emtec Digital analysts reconfigured the tags and triggers and addressed dynamic changes in the website through custom funnels and filters. We then generated custom data reports based on user demographics and browsing preferences to extract actionable insights.
These detailed reports provided a better picture of user behavior and highlighted the action items for product teams to improve application performance. Our analyst team generated additional reports to analyze website drop offs and bounce rates, mitigating the usability challenges over time. With enhanced knowledge of the user journey on their website, the client gained maximum visibility into application performance without having to radically change any backend code.
Our digital analytics experts leveraged tools including Google Analytics, Google Data Studio, Google Tag Manager, Optimize and Firebase to conduct an in-depth analysis of the client’s website. This assessment unlocked valuable insights on user behavior and helped the client optimize website performance accordingly.
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