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Office adopts new technology to gain a single view of its customers’ data

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Shoe retailer Office is putting new data management technology in place as it looks to gain new insights into how its customers travel through its website – and where that journey could be improved.

The company has signed up with customer data platform QuBit to use its OpenTag tag management, behavioural attribution and customer intelligence and testing services.

QuBit’s technology will collect a range of data points showing how customers behave on the Office website and analysing them to produce a single view of customer data. Using the single view, Office aims to get insights into how the website can be optimised.

Graham Cooke, chief executive of QuBit, said: “Like most other fashion retailers, Office already has a set of products in place to access data about their site users. What this implementation does is to bring together a range of our products to massively increase the amount of data that they’re collecting and to bring it all into a single view. This will give us a completely new level of insight into how customers are behaving on the site and how it can be optimised to increase performance.

“In addition, the implementation of products such as behavioural attribution will let Office identify the true sources of profitable traffic and so significantly increase the efficiency of their digital marketing efforts.”

The new tools will also show Office where its profitable traffic comes from and come up with optimisation recommendations intended to boost conversions and cut the cost per acquisition by making marketing spending more efficient.

Kevin Barnes, senior ecommerce manager at Office, said: “Put simply, there isn’t another solution on the market that will let us do what QuBit are delivering. Using this approach we’re going to have a single, in-depth view of what’s working on the site and what is potentially preventing successful conversions.”

Senior ecommerce marketing manager Rav Dhaliwal said: “The key for digital marketers is to understand how each marketing channel contributes on a deep-sited behavioural view. Therefore it is key to vest our interest in data showing actual customer behavioural trends and not on a pre-conceived view that the industry deems to be the consensus choice.

“When you combine that with the ability to micro-target marketing spend at the channels that are driving high-performing and converting traffic then we expect this project to deliver significant incremental gains in a very short time period. ”

QuBit was founded by four ex-Google product, engineering and marketing executives to create a new type of data-driven website optimisation product.

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