Storeis
How a solid data collection unlocked deeper insights
Passionata is a French fashion brand founded in 1988 and known for its lingerie, underwear, swimwear, and beachwear collections. It blends elegance, comfort and quality, creating products designed for everyday wear without compromising style.
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ClientPassionata
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SectorFashion
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Area of ExpertiseDigital Analytics
1. Goals
The collaboration with Passionata aimed to enhance the brand’s data foundations by improving tracking accuracy and ensuring a more reliable analytics framework.
The project focused on:
- Increasing the number of correctly tracked transactions in Google Analytics 4, reducing the gap with OMS data;
- Improving session and transaction attribution to better understand the contribution of each traffic channel to website performance
A consistent and trustworthy data structure was essential to enabling accurate reporting and more informed business decisions.
2. Approach
The project began with an in-depth analysis of Passionata’s strategic requirements, followed by a detailed assessment of the existing tracking configuration to identify gaps and misalignments.
Once the critical issues were mapped, we collaborated closely with the Passionata team to define the areas of improvement and implement a customized data governance framework. This included designing a new data collection process aligned with the brand’s business goals, ensuring accuracy, consistency, and reliability across all tracking components.
After implementation, tracking results were continuously monitored and validated to ensure they met the expected benchmarks and supported the brand’s analytical needs.
3. Key wins
The enhancement of the tracking infrastructure led to measurable improvements:
- Increased number of tracked transactions: +43% vs previous period*
- “Not set” sessions and transactions: -4,5% vs previous period
- Creation of a centralized, reliable dashboard serving as a single source of truth for business and performance analysis
*The period ranging from the launch of the ecommerce to the start of the project with Storeis, from September 2024 to December 2024.
