Google recently featured a case study of Cardinal Path’s work with 1stdibs on the Google Analytics Blog; it’s worth checking out to learn what motivated 1stidbs to take their analytics strategy to the next level, what insights they were able to get with new elements of the Google stack, and how they were able to improve customer experience across different devices.
Adam Karp, CMO of 1stdibs, an online destination for high art, fine furniture, andvintage fashion and jewelry, realized that as his company’s business was rapidly growing they would need both a broader and deeper understanding of its ecommerce customers and marketplace – “You can only go so far on gut feelings. At some point, to sustain and accelerate growth, you need the science. To be a high-growth company, we needed to put ourselves in a position where data and analytics would actually drive our decision-making.”
Cardinal Path helped plan and deploy a custom solution that included much of the Google stack including Google Analytics Premium, BigQuery, and Google Tag Manager. As a result, 1stdibs saw a 47% lift in transactions on paid media campaigns and a 10% gain in overall return on ad spend (ROAS), as well as a 24% increase on conversion quarter over quarter. “Cardinal Path helped us move through this process faster and more efficiently than if we’d done it all ourselves,” says Adam. “Not only do we trust the data we’re seeing, but the advanced features help us identify and benchmark acquisition costs―even across different segments―and determine how we’re going to get the best return from our media planning. That’s power we’ve never had before,” added Anna Ivnitskaya, 1stdibs’ manager of analytics.