Domino’s is one of the most popular Pizza delivery chains operating in the UK, Republic of Ireland, Germany and Switzerland. In 2014, they sold 76 millions pizzas and generated £766.6m in revenue, a 14.6% increase from the previous year. In UK and ROI, online sales alone increased by 30.2% YOY, and currently account for almost 70% of all sales. Of these, 44.2% were made through a mobile device.*
Much of this success came from Domino’s investment in building strong e-Commerce and m-Commerce platforms to enable customers to purchase pizzas easily. Domino’s has constantly strived to innovate in their digital strategies since selling their first pizza online in 1999. Their first iPhone app was launched in 2010, followed by Android and iPad apps in 2011 and the Windows app in 2012. Customers could even order pizzas from their Xbox in late 2014.
*Source: Domino’s 2014 Investor Report
“DBi has been fundamental in developing our digital strategy with Google Analytics Premium. Combining with Google Tag Manager and BigQuery, the platform has become an integral solution that gives us the technical agility as well as the analytics power we need to advance our marketing strategies” — Nick Dutch, Head of Digital, Domino’s
DBi has been working with Domino’s since the beginning of 2014 to provide technical consultancy to fully leverage the power of the Google marketing technology platform. Key projects have been:
1. Using Google Tag Manager (GTM) and the data layer to implement app and web tracking
Domino’s had been using a variety of different tools to measure different device activity, siloing their web analytics data and restricting the level of analysis they could carry out. Working with the Domino’s developers and Future Platforms, DBi designed and implemented a technical solution using Google Tag Manager and the data layer. The result is a fully integrated measurement of all marketing activities across all devices, providing Domino’s with the capability to analyse the effectiveness of their marketing investment, as well as better understand user behaviours all using Google Analytics Premium. For all of this to be possible, DBi leveraged the power of the data layer. The Data Layer is a repository of information written into the pagecode, used to store and send information to Google Tag Manager. Since the data layer stays independent of the HTML page structure, it remains consistent when the page content is updated, while also providing reliable and unchanging data sources for Google Tag Manager containers to pull from. With the data layer made available on Domino’s apps as well as their websites, DBi was able to set up tags for the necessary e-Commerce tracking as well as tags customised to Domino’s reporting needs. Even though Domino’s has a container for each different site and app, the consistency of how the data layer is populated makes it easy to duplicate tags and rules. This has been a significant time-saver as well as an error-preventer for Dominos.
2. Using BigQuery to merge GA Data with CRM customer classification
Domino’s has acquired an extensive database about their customers, including demographic information, order frequency and methods of orders. The challenge for Domino’s was to connect all that CRM information with their digital analytics data to give them a more holistic view of their customers. This would allow them to perform more in-depth analysis about customer preferences and uncover much deeper insights about user behaviour. BigQuery is a great solution for this as it provides the ability to not only store but also query massive datasets in a fast, efficient and affordable way, giving them not only a rapid analysis tool but also a reliable platform for internal reporting and dashboards. Using the BigQuery Export feature on Google Analytics Premium, Domino’s was able to export raw data automatically into a BigQuery project on a daily basis. Using a secured FTP location and BigQuery API, Domino’s also automated the daily process of uploading CRM data directly into the BigQuery database. This CRM data contains transaction IDs and customer classification, and can easily be merged with the Google Analytics digital data via the transaction IDs.
With the new Google Tag Manager implementation, Domino’s has achieved several significant results:
– Acquire the ability to evaluate the web and app performance in one Google Analytics account. This clear and consistent way to refer to all of their digital analytics data has made reporting and analysis easier and more efficient.
– Saved 80% YOY on ad serving and operations cost. The integrated cross-device tracking has uncovered new insights about users behaviours to drive marketing efficiency.
– Increase technology agility and efficiency. Previously changes would have had to wait for months to be prioritised into the next development cycle. With Google Tag Manager, the tags could be created, QA-ed and published within days.
– Leverage technology to immediately impact the bottom line. Domino’s was able to implement an on-site targeting tool very quickly through Google Tag Manager. This resulted in an immediate 6% increase in monthly revenue, which would have been lost for every month the project was delayed.
With CRM customer segmentation uploaded on the Google Cloud, Domino’s was able to:
– Have visibility on how their marketing efforts directly influence customer types. Domino’s built a customer type by marketing channel report via BigQuery, analysing which marketing channel or keywords influence which customer segment. This understanding enables them to make better decision on allocating budgets and improve their return of investment.
– Acquire the ability to quickly generate powerful reports and dashboards tailored for all the relevant stakeholders in the business, as BigQuery can process Gigabytes of data in seconds and the query runs can be easily automated.