Case Study
Results
- Retailers receive a complete overview of the sales and conversions achieved via their individual access to the platform and can easily retrieve and export the reports themselves
- Traders can add Ingenious' basket tracking and other tracking parameters to enrich their data for deeper analysis.
- Enhanced business opportunities through the versatility of Ingenious commission management functionality
About idealo
Founded 18 years ago in Berlin, idealo has made it its mission to help users make the best purchasing decisions. Today, idealo is Europe's leading price comparison platform and one of the largest websites in the German e-commerce market with more than 1.3 million page views per day, around 50,000 stores and over 330 million offers. They are also active in Austria, the United Kingdom, Spain, France and Italy.
Customer type: Portal
As a leading price comparison portal, idealo is always keen to provide its users with the most comprehensive and accurate information possible. idealo successfully works with a large number of retailers to ensure that they remain the first port of call for price comparisons among users. By choosing Ingenious, idealo has been able to successfully add value, which can be summarized as follows:
Your challenges
Provision of powerful tracking technology for retailers by Ingenious
To drive the business forward, idealo wanted to provide its merchants with a full data overview from click to conversion. idealo was looking for a tracking technology that allowed granular customization to give merchants the ability to track all the variables they needed (e.g. number of sales, conversion rates, products sold).
With Ingenious Tracking, retailers can activate the basket tracking function and thus receive data on all items purchased by customers who have been referred via idealo. The data available in the customer's basket includes the name, ID, brand, purchase category, quantity and price of the products ordered.
This additional data opens up many more opportunities for idealo retailers to analyze marketing performance at a granular level, allowing them to manage and optimize their digital strategy for more sales.
The implementation
Simplification and standardization of performance data
Although many retailers had their own tracking solutions and data sets, idealo wanted to offer the opportunity for retailers to expand their data and analysis for an optimized performance overview.
With the Ingenious platform, idealo offers standardization of performance data and increased transparency through a private network solution that even provides retailers with their own user accounts. Over 800 retailers are already integrated and can define and track their own KPIs (e.g. conversion rate, sales, shopping cart content). Each retailer can access, filter and export the relevant data for their own analyses via an individual user interface.
The collaboration with Ingenious has provided idealo with comparable and standardized data that allows them to advise retailers on a much more strategic level to optimize the business together.
Increased business opportunities through versatile commission models
The common business model of price comparison portals is based on a cost-per-click (CPC) commission. However, there are a number of retailers who want to expand this with a cost-per-order (CPO) dimension or other condition models.
With the Ingenious platform, idealo offers the flexibility that the market needs and can respond even better to the needs of markets and retailers in addition to the classic CPC business.
The outlook
Increased business opportunities through versatile commission models
The common business model of price comparison portals is based on a cost-per-click (CPC) commission. However, there are a number of retailers who want to expand this with a cost-per-order (CPO) dimension or other condition models.
With the Ingenious platform, idealo offers the flexibility that the market needs and can respond even better to the needs of markets and retailers in addition to the classic CPC business.