Customer Engagement and Behavior Insights Improves Digital Analytics for Leading Logistics Company


Logistics and Supply Chain


$1.2 Billion

At a Glance

The absence of data analytics capabilities hampers transparency amid the entire supply chain for an industry that has traditionally been fragmented. The logistics industry processes and manages highly complex customer engagement data, so investing in a digital analytics solution is worth the effort.

Read the following case study to learn how Emtec Digital helped a leading logistics company improve customer engagement with an advanced digital analytics solution.

About the Customer

Our client is a leading third-party logistics services provider, with a nearly two-decade long stint in the transportation industry. Their portfolio includes offering end-to-end supply chain and 3PL services to a global customer base.

Business Need

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 engagement levels as well.

The client was already working with an external agency in tandem with their in-house team to build and manage their website. But they only got limited insights into user behavior, as the marketing tags installed on the website didn’t provide adequate results. Furthermore, frequent changes in UI and lack of custom reporting filters made it difficult for the client’s marketing team to measure and improve results, and they faced challenges like:

Increased manual interference in application performance report generation

Lack of custom tags, triggers, and funnels

Lack of custom dimensions to fetch details from code

The need of the hour was to develop a real-time customer engagement and application performance monitoring framework to measure customer satisfaction levels.

Our Solution

Emtec Digital analyzed the existing setup and reconfigured the tags and triggers and addressed dynamic changes on the website through custom funnels and filters.

Moreover, the digital transformation experts at Emtec Digital then generated custom data reports based on user demographics and browsing preferences to extract actionable insights.

The detailed reports consisting digital analytics presented a better picture of user behavior and highlighted 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 into user behavior and helped the client optimize website performance accordingly.

Created, managed, and maintained Google Tags Manager and Google Analytics for the production environment

Reorganized Google Analytics codes for custom dimensions

Created customized funnel drop off analysis for quote, booking and shipping CTA funnels

Custom Reports with Digital Analytics


Referred by statistics for users navigating to the client’s website from different web domains  


Performance & Behavior Analytics Report – to determine how to improve the ordering experience   


Product Conversion Funnel Drop Off Report – to understand user activity and conversions, and to improve features and usability 

Demo Conversion Report – to provide insights on landing, scheduling and success rates on the Demo Conversion workflow on a daily basis 

A Valuable Difference

Introduced a new analytical tool called Pendo that adds new features as needed and helps with rapid onboarding of users.

Product Managers can launch the Pendo guides on their own without the assistance of DevOps.

Pendo can be easily integrated with GDPR compliance applications and gets data from EU regions as Google Analytics is prohibited in that region.

Unique Differentiators

Feature Adoption: Indicates which features are driving more engagement.

Product Engineering Metrics: The metrics provide insights about product engagement, based on 3 key pillars - Adoption, Stickiness & Growth.

Business Impact

Improved cross-channel tracking and customized filters enabled the client to better understand the user journey and devise appropriate strategies for user retention on the website

Product teams were empowered with automated, faster, smarter, and more actionable insights

Better insights resulted in real-time, informed decision making to ensure superior customer satisfaction

Marketing teams could quickly discover problem areas through augmented custom reporting and enhance website features as required

Dependency on developers was reduced by 80%

Need help with implementation of digital technology to simplify complex logistics management issues?

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