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Storeis

Optimize Digital Activities through Performance Marketing Audit

The project was carried out for a major online fashion retailer with a catalog of collections of international brands at discounted prices.

Spread across more than 100 countries, the retailer offers over 20,000 products and more than 250 brands.

  • Sector
    Fashion
  • Areas of Expertise
    Consulting, Digital Marketing, Online Advertising

1. Goals

We worked with the brand to carry out a marketing performance audit.

The project goals can be summarized as follows:

  • Identify missed opportunities and ideas for improvement related to digital marketing activities currently in place, through:
    – Implementation of a digital marketing strategy for the strategic management of online investments
    – Technical analysis of campaigns and paid advertising account structure
    – Review of project management processes
  • Identify possible improvements in internal management processes and with current suppliers
  • Increase the annual uplift potential thanks to the optimizations identified

2. Our Approach

Starting from the need to identify ideas for improvement and missed opportunities, we have structured the audit activity into the following main phases:

1. Discovery interview: in the project start-up phase, we organized several Q&A sessions between Storeis and the Brand for the collection of information useful for structuring the audit.

2. High Level audit: secondly, an analysis of the main ecommerce KPIs was carried out, verifying the distribution of investments and results broken down by country, channel, and product category and comparing the as-is strategy with the project objectives, in addition to reviewing the management processes.

3. In-depth tech audit: the technical setups of the accounts and campaigns were verified and analyzed and an assessment was made on the status of each project area, identifying the level of intervention priority.
Following this path, the assessment of missed opportunities status, potential optimizations, and ideas for improvement were summarized in a Priority Plan.

In addition to the definition of the areas of intervention and the actions to be taken to optimize the results, an economic estimate was made of the potential uplift that could be achieved if all the actions included in the Priority Plan were carried out.

3. Key Wins

Thanks to the completion of the Performance Marketing Audit, we were able to:

  • A clear definition of intervention priorities thanks to the drafting of a structured priority plan for:
    – scope of work
    – level of business relevance
    – assessment of the current status
    – key opportunities
  • A good identification of project governance: the assignment of responsibility and ownership of the various stakeholders involved in the project has helped to improve internal management processes and those with external suppliers, establishing new project routines and control tools
  • Increase awareness of the impacts achievable if the Priority Plan were applied; the uplift potential, estimated on the basis of the optimizations identified, is equal to € 800k – 1 million in revenue for 2023
+800k / 1MLN € Potential annual Uplift Revenue