Unitrailer x Data Octopus case study

Who is the customer?

Unitrailer is a Polish brand that specializes in the manufacture and sale of car trailers and accessories. The company has earned a reputation for providing high-quality products that are characterized by solid workmanship, reliability and affordability. Unitrailer offers a wide range of trailers for a variety of purposes – from lightweight trailers for transporting goods to more specialized models, such as trailers for transporting motorcycles, boats or construction equipment.

Challanges

The client decided to work with Data Octopus because he wanted to use product data to improve the sales performance of its online store in the French market. The main challenges we faced were:

Only a few % of the offerings sold in the French market, generating too little revenue.
Needed to increase sales efficiency, understood as COS in the French market.
Increase revenue.
No up-to-date report of products that are not generating sales in a given market.

Implemented solutions

We divided the designed and implemented solution into several stages. We started with data visualization in the form of a Master Report, followed by verification of the existing situation, data preparation, segmentation and implementation of changes in the campaign.

Step 0 – Reporting Environment

As part of the implementation we’ve set up a Looker Studio-based report for the client, covering multiple markets, allowing them to access data from various sources in one place. To learn more about Reports, check out our article on new features.

Step 1- Product audit and Strategy

As a first step, we audited product sales. A proprietary Google Ads script that automated the process was helpful.
In the next step, we discussed the results of the report with the client and the Promotraffic agency to determine sales strategies and priorities.

Step 2- Data preparation

We decided to record in BigQuery and then use in the Master Model information from the product feed, GA4, Google Ads, and additional customer sheets (margin).
The data was updated daily according to a set schedule.

Step 3- New product segmentation

Based on the imported data and rules we made a new segmentation of products in Data Octopus
Based on the new segments, views have been prepared in the application that make it easier for the customer to check the health of the products.

Step 4- Optimizing the campaign structure and settings

Custom labels assigned by Data Octopus were used to build a new campaign framework.
Campaign settings like budgets and goals were customized to match the product’s sales strategy and were regularly adjusted to reflect its real-time performance