The Situation
Haverty Furniture Companies, Inc (Havertys) is a furniture retailer with over 100 stores across 16 states. Havertys' website (www.havertys.com) has been online for a long time, predating the advent of tag management software. Google Tag Manager was installed on the site, but there were no variables defined related to the checkout process. This resulted in zero conversion data being sent to Google Analytics. The marketing team for the Havertys website was currently limited in what they were able to track as well as what they are able to use for segmentation purposes.
The Solution
In order to enable Havertys to do more with its digital data, Fusion75 proposed a Tag Management and Web Analytics solution which encompassed the below:
A measurement planning session led by Fusion75 where the marketing and development team were able to get on the same page about metrics, dimensions, and segments to be captured
Creation of relevant triggers, variables, and tags within Google Tag Manager
Pushing ecommerce data to Google Analytics
Pushing micro-conversions as defined by the measurement plan to Google Analytics
Capturing in-store transactions and revenue in Google Analytics and segmenting by store location
The Outcome
Havertys now has conversion data in Google Analytics which can be used not only to measure campaign and product performance, but now they are able to create behaviorally-segmented audiences for use in digital campaigns.
