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Goals

Luggage brand leader Samsonite, alongside Google, approached DQ&A to develop a Google Marketing Platform deployment strategy across seventeen European countries, three Samsonite brands and ten local agencies with the goal of developing a robust infrastructure to drive future eCommerce growth in absolute numbers as well as proportionally to its overall revenues.

Strategy

By developing a standardised digital marketing blueprint for each brand-country specific deployment, we have helped Samsonite to harmonise their digital marketing infrastructures. By ensuring clear processes, naming conventions, audience management and on-site tracking, we looked to transform Samsonite’s digital marketing strategy into a digital marketing data-driven, performance-based approach.

Next, to this, we developed a centralised market/message/audience framework to assist with dynamic advertising and dynamic creative optimization, connecting the dots between technology, media, audiences and customer products to ultimately become fully integrated with Samsonite’s eCommerce.

Results

As a long-term expert across the entire Google Marketing Platform we know what it takes to excel their platform solutions. Our ultimate goal is to help advertisers maximize business results using the platform, which we set out to do for Samsonite.

  • 91% increased time spent on website
  • 71% decreased media cost
  • 25% performance uplift

 

We have rolled out a standardised, yet locally tailored Google Marketing Platform implementation across 17 markets and 3 brands, in parallel with a knowledge transfer project ensuring more internal grip on digital marketing. This has resulted in a harmonised approach across all European markets, involving local marketing staff and media agencies.

“We have established a solid technological & knowledge foundation to practise the full-funnel data-driven marketing approach, resulting in increased efficiency of media buying and significant performance uplift.”

- Edouard Wattel, Digital & E-Commerce Director at Samsonite

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