One global standard: scaling first-party data collection across hundreds of sites for a global food & beverage company
Hundreds
Of sites covered
10 markets
Aligned first
Playbook
For scaling the rest
The challengeA global food & beverage company with hundreds of websites needed a single, scalable GA4 standard aligned to its first-party data strategy.
Service lines
Digital DataData Engineering
The outcomeGlobal GA4 configuration established; top 10 markets aligned; scaling playbook deployed for continuous rollout across remaining sites.
Client Situation
- Our client had numerous teams overseeing hundreds of websites in various countries and regions, with a wide range of use cases and levels of maturity.
- They were shifting from using third-party cookies exclusively to using first-party data more in their hybrid marketing strategy and wanted to be able to supplement their client data with their digital data (GA4).
Our Contribution
- Matched the specifications and delivery dates from the client's strategic data project with requirements received from the marketing teams of the ten largest territories.
- Carried out a technical audit of the GTM and GA4 implementations across a representative sample of sites and territories.
- Developed a global framework that served as the foundation for digital data collection through GA4. This resulted in a data dictionary that covered fundamental values that all sites would collect, extra values that sites with unique functions could add to their data collection to use consistently, and the definition of a global configuration for GA4.
Results
- The client benefited from having a global data structure that was in line with business goals and KPIs.
- A global GA4 configuration in place.
- A scaling playbook for continuous deployment across hundreds of sites when this project was completed.
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Loop Horizon's approach to understanding our complex set up and translating that into a solution is one of the best we have seen.Digital Marketing Technology Lead