Case Study
ZooRoyal
ZooRoyal, headquartered in Cologne, is the third largest online retailer of pet food and pet supplies in Germany. ZooRoyal has been providing its customers with innovative products since 2008. ZooRoyal has been a subsidiary of the REWE Group since 2014.
Today, the product range includes over 10,000 items and is delivered across Europe from Spain to Sweden. ZooRoyal's mission is to make pet owners' lives even better by offering their favorite companions the best selection of treats to spoil them wherever they are - delivered straight to their doorstep.
Your challenges
Marketing technology that can be adapted to your own ERP and logistics system
Compatibility
To maintain complete control over the business, ZooRoyal developed its own ERP and logistics system and was looking for a technology provider for its online marketing activities. The technology needed to enable ZooRoyal to manage its marketing activities internally and give ZooRoyal the freedom to customize the software to its needs and integrate it seamlessly into its IT infrastructure. This should apply from the integration of all internal data sources to the creation of reports and evaluations according to the self-defined KPIs.
Accurate tracking data
Like many other fast-growing e-commerce companies, ZooRoyal is active in countless marketing channels, both online and offline. For this reason, it is important that the new marketing technology captures all data accurately and centrally in real time so that ZooRoyal can gain valuable insights into the performance of all its marketing activities in a timely manner.
Specific attribution requirements
ZooRoyal also has clear preferences regarding the attribution of its marketing activities. For example, ZooRoyal makes a clear distinction between initial and follow-up interactions, so that brand keywords had to be given lower priority than display ads. It is also preferred that ZooRoyal can adjust the attribution period so that only display ads viewed within x hours before the final conversion are considered. For this reason, the marketing technology would need to offer the flexibility to customize the attribution rules.
Multi-channel tracking
In addition, ZooRoyal needed a platform that was scalable in terms of technological capabilities as well as support for foreign languages, currencies and tax systems to support ZooRoyal's growth and expansion plans.
The implementation
A combination of high-performance technology and reliable advice - individually tailored to your needs
Powerful first-party tracking
Today, ZooRoyal tracks data from over 50 marketing channels using the first-party tracking engine implemented under its own domain. These include paid search advertising, paid social media advertising, display advertising, retargeting, affiliate networks, direct partnerships with major portals, internal marketing channels (e.g. CRM newsletter marketing) and offline voucher campaigns with supermarkets and retailers. Transactions worth several million euros are now tracked in a single month on Ingenious Enterprise. Customer journeys are clearly mapped and displayed, allowing ZooRoyal to identify and optimize the advertising partners that are essential to its customers' decision-making.
Personalized attribution logic
With Ingenious Enterprise, ZooRoyal can define any rules so that the attribution logic exactly meets the desired requirements. All reports are also created based on individual KPIs and implemented under ZooRoyal's domains, so that Ingenious Enterprise acts as an interface between ZooRoyal's internal and external data sources.
Personalized attribution logic
With Ingenious Enterprise, ZooRoyal can define any rules so that the attribution logic exactly meets the desired requirements. All reports are also consulting services
Ingenious Technologies not only offers the necessary technology platform, but also consulting services and expertise. For example, as part of a managed service, Ingenious Technologies takes an active role in maintaining and developing ZooRoyal's connectivity with its marketing channels and partners. Ingenious Technologies is also in direct contact with the people who determine the technical and marketing direction to ensure a regular exchange when developing ideas or implementing goals. These reports are created based on individual KPIs and implemented under ZooRoyal's domains, making Ingenious Enterprise the interface between ZooRoyal's internal and external data sources.
Global scalability
ZooRoyal has expanded its business and is now active in two additional markets with the Ingenious Enterprise platform: France and Austria. As the data consolidated on the platform is standardized, this central data source allows for a reduction of complexity in the management of marketing processes. With Ingenious Enterprise as its leading data source, ZooRoyal can make smarter decisions regarding partner selection, marketing investments and expansion strategy.
Overview of the results
- Marketing data from over 50 channels
- Individual tracking and attribution logic
- Reports tailored to internal KPIs
- Seamless integration of internal and external data
- Consulting services from Ingenious Technologies
- Expansion into two further markets