Driving Ecommerce Growth GMP Deployment Strategy for Samsonite
Luggage brand leader Samsonite, alongside Google, approached Incubeta to develop a Google Marketing Platform deployment strategy with the goal of developing a robust infrastructure to drive future eCommerce growth in absolute numbers as well as proportionally to its overall revenues.
Our goals were to harmonize pan-European digital marketing activities, introduce dynamic, personalized advertising and use a best-in-class approach for online retail.
Using a flexible approach, we rolled out a standardized, yet locally tailored Google Marketing Platform implementation across 17 markets and 3 brands, in parallel with a training project ensuring more grip on digital marketing.
From here we developed a number of dashboards for standardized measurement, and deployed a dynamic audience framework for creative and media.