Client

Analytics Consultant

Unilever SEA & Unilever India Development Teams

Data Engineers

My Role

Innovative Use Of

Upgraded Unilever's SEA and India markets from Firebase Analytics to Google Analytics 4 with Enhanced eCommerce for their PWA.

Achievement

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Ashburton

Schweppes

Assoc. Data & Technology Director

### ✍ **Project Overview**

Unilever had an eCommerce app for wholesalers in their SEA and India markets. Unilever approached my team at AKQA to help them upgrade the existing analytics setup for this app from Firebase Analytics to Google Analytics. I was tasked to lead the project and ensure the client had a successful rollout.

My team and I hosted workshops with the regional development leads to get an understanding of what they needed to track and how they needed their data to be reported. We managed to work compile and work through a set of templates where we mapped the old data and its format to the format we would require for their new reporting tools.

We had initially begun the project with the intention to upgrade to Universal Analytics, but Google had release GA4 around the same time we were making our decision. We opted to switch to GA4 for the entire rollout (App + Website) once we determined the features would be best suited to what we wanted to achieve as an outcome for the project.

We managed to successfully help Unilever upgrade their analytics to GA4, and also managed to get enhanced eCommerce features implemented as well. These were previously left out as the previous team who consulted to Unilever didn't have the right expertise to incorporate the features.

Finally, once GA4 was implemented, we shifted our focus towards integrating external platforms with GA4 to help enhance the reports Unilever were compiling. This included integrating some CRM and personalization tools.

The final piece of the puzzle was to link all data to Unilever's data warehouse, and to create real-time dashboards using popular BI tools. These reports helped increase efficiencies and cut down reporting times for Unilever by a significant amount.

### 📚 **We Learned**

1. How to implement GA4 for SPA's and PWA's.
2. How to integrate popular CRM's with Analytics reporting flows.
3. How to link BigQuery to GA4.
4. How to merge different data sources to create a single source of truth for reporting.
5. How to create real-time dashboard solutions at scale.
6. And much more...

Analytics Upgrade

### ✍ **Project Overview**

Effective digital marketing campaigns are driven by data and insights that are reliable and easy to understand. Marketers need a simple solution which gives them a detailed view of their audiences with actionable insights around how to use them and where to use them. I was tasked to build a solution with my team to cater to this need.

This led to the development of a platform that lets marketers use their website, app, or 1st party data to create easy to understand audiences for reporting and advertising purposes. All within a matter of minutes instead of months - helping marketers make more informed decisions faster.

### 🏃 **Enter Limbic**

Limbic is an intuitive tool that acts as an enabler for complex audience experiences and customer journey reporting. It comes with powerful measurement capabilities that will enable marketers to gain a far deeper understanding of their users, their behaviours, their interests, and their propensity to take meaningful actions. As an AI driven platform that handles all of the heavy lifting on a marketers behalf, it is a turnkey solution that requires very little human involvement to do its job. Limbic lets marketers free up their time so they can focus on making more of an impact in other key areas of the marketing team.

### 🔒 **Privacy First**

Limbic has been built to work with pseudo-anonymised data only. Making it one of the most secure and superior options available. Marketers can rest easy knowing that they're using a system that is compliant with strict data privacy laws. This gives marketers the freedom to create safe, reliable, and rich audience segments for their advertising and reporting needs.

### 📐 **Enabling Personalization At Scale**

With Limbic, marketers can improve your overall marketing customer experience through personalisation and remarketing with all major digital marketing platforms. They'll gain a better understanding of which experiences resonate best with their customers to inform their future personalisation strategies. Marketers use the Limbic API to serve rich customer experiences on their website or app. With the API, marketers can get information about a user’s interests and propensity to convert, and use it to deliver personalised content in real-time.

This means that Limbic gives marketers the power to serve their audiences a specific creative set, and then continue the conversation after they’ve engaged - without losing any of the context between ad and destination. A true enabler for private personalized experiences that help marketers connect with their users in more meaningful ways.

### 📚 **We Learned**

1. How to create a very efficient and cost-effective AI-powered audience platform.
2. How to use more techinical features for popular advertising and analytics platforms.
3. How to distribute 1st-party pseudo-anonymised data to multiple platforms.
4. How to build a web crawler that detects a page or websites affinity by using Computer Vision and Natural Language Processing.
5. How to analyze user behaviours.
6. How to build propensity models.
7. How to categorize interest segmentats.
8. How to carry out personalization at scale.
9. How to create a commercial strategy for an AI-based audience platform.
10. And much more...

Analytics Upgrade

Analytics

✍ Project Overview

📚 We Learned

Parties Involved

Project Facts