Rearchitecting Data Collection to Improve Business Decisions

The Challenge

Our client lacked the ability to extract actionable insights from their data stories and were reluctant to make data-driven decisions. This indicated that the client’s data was incomplete, unreliable, and inconsistent, with any insights extracted lacking consistency and weight.

The Solution

We approached the client knowing they had three main challenges ahead:


  • Rearchitect the client’s analytics implementation.
  • Create a trustworthy data environment for the client to gain trust in the reporting team.
  • Generate real insights from accurate data so the client could immediately see the benefits of the solution we brought them.


After a thorough data audit, we discovered that their data layer JavaScript object was incomplete and flawed, and their tagging via their tag management system was poorly architected and incomplete. The audit also revealed that the client’s site had missing tracking calls for important steps within their ordering funnel. Moreover, there was no way to determine if essential ordering actions were done by guests or registered users.


As a result, we deepened our collaboration with their development agency to improve and solidify their data layer. We also worked with the client in reimplementing data collection via their tag management system to provide a maintainable, performant tracking architecture.

The Results



Established a maintainable data collection architecture that corrected bounces and improved bounce rate metrics.



Created a trustworthy data environment.



Improved accuracy of product and offer reporting.



Increased insights that led to an improved user experience.

It all culminated with the declaration of the chief e-commerce officer: We’re thankful we can now do reporting the way we always wanted to, with a lot more data points. – Chief Ecommerce Officer