Scentre Group

Google Marketing Platform transforms digital engagement


To improve the online customer experience and deliver meaningful insights from their new website.


Google Tag Manager was used to track user interactions across key pages on their websites.


Optimisations continued after the website launch. Scentre Group saw an increase in traffic to key pages that indicated customer intent for visiting a centre.

the background

Date: August 2019

Scentre Group, owner and operator of Westfield’s living centre portfolio in Australia and New Zealand, recognised the need to improve their digital customer experience. 

When a potential shopper, who intends to visit a Westfield centre, searches for content on a Westfield site or mobile app, they want to find what they are looking for in the exact moment. Scentre Group realised what they needed was an accurate and thorough analysis of website insights and data to create the optimal online customer experience. The timing of this project was particularly vital as Scentre Group was on the cusp of launching their website upgrade. 

the objectives



Track customer interactions



Analyse customer engagement  



Deliver meaningful insights to improve digital design

the solution

Datalicious used Google Tag Manager to ‘tag’ key web pages to help track user interactions on Westfield Australia and New Zealand sites and apps. With the right tagging in place, Scentre Group were able to compare the performance of their old and new sites as well as provide recommendations for further optimisations. They can now analyse user behaviour across different web pages, including how long visitors stay, how many pages they visit, and which pages they visit by tracking these insights from their Google Analytics 360 platform. 

This enabled Scentre Group to find information about their online customer behaviour, including high-value segments and drop-offs, as well as other meaningful insights. Datalicious’ technical consultants worked onsite with Scentre Group and their website developers to successfully deliver on project objectives. 

the results

Optimisations continued after the website launch, increasing traffic to key content pages that indicated customer intent for visiting a centre. Noticeable improvements that Scentre Group found included:

  • 21% increase in customer visits to Westfield’s centre hours page
  • 10% increase in time spent on Westfield’s centre parking page
  • 15% increase in the number of page views to Westfield’s food and dining page.

Other website pages were shown to need further optimisation, including their product page, centre map as well as events and offers.  

Datalicious was able to help Scentre Group deliver valuable insights so they could offer their customers a seamless digital experience, boost engagement with appealing content, and build a positive brand experience.

Find the solution to your challenge

The NZ Herald is focused on keeping Kiwis in the know and now delivering the “next best” article recommendations with our purpose-built engine, has resulted in a more relevant and engaging experience for our audiences than the previous off-the-shelf product. It was a huge collective effort between the Google News Initiative team, Datalicious and NZME to create the engine which sits at the frontier of technology, by utilising AI, machine learning and natural language processing tools. The results have been exceptional for us, unlocking deep insights on article affinity and increasing recirculation rates for audiences. We are looking forward to working with our partners to build on our success, with future iterations of the recommendation engine.

Andy Wylie - Head of Data & Analytics, NZME - 2020

Datalicious have done a fantastic job at stitching our online and offline data together using Google BigQuery. This has seen HUGE change for our business due to being able to track online leads as well as offline revenue data on tour bookings, which we couldn’t do previously. 

As a result, we're changing our business focus and hiring new candidates that specialise in content and SEO to help attribute the right channels to drive more traffic and revenue for us. 

Lina Jimeno, Business Solutions Consultant and Parth Vasoya, Web Analyst from the Datalicious team have done a great job linking multiple data sources together and helping us solve our challenge by closing the loop on data silos for our business. We couldn't be happier!

Marius Wenning - Digital Marketing Strategist, Chimu Adventures – 2019

Datalicious have been instrumental in the development of our overall website ecosystem and strategy at Cancer Council NSW. Brian Do, Technical Consultant and Parth Vasoya, Web Analyst from Datalicious have displayed true resilience in the deployment of our solutions across very complex journeys and have become an extended part of the team. Their Google expertise have enabled us to take our data capabilities to a new level and we look forward to continuing the great work.

Sarah Calderwood - Digital Marketing Manager, Cancer Council NSW - 2019

Google Analytics provides some pre-configured reports to work with, but the ability to customise and build our own reports from scratch is what allows us to gain truly valuable insights from the tool. Thankfully, Datalicious experts have taken the time to create a customised dashboard and make them available for WittyFeed. This is a huge time saver as we have got access to the reports used on a day to day basis just a click away.

Aditi Kothari - Business Development Executive, WittyFeed - 2017

The Datalicious guys are great to work alongside and to have on your team. Their ‘no stone unturned’ approach to finding solutions to challenges, their knowledge and passion for web analytics and best of breed web optimisation was second to none. Big thanks for all your help on our account and for pushing us and our agency partners to keep projects moving. 

Craig Amanti - Digital Performance Manager, Vodafone New Zealand - 2015

Awesome result! Attributed figures before and after media optimisation show a double-digit percentage increase in sales with a reduction in cost per sale at the same time.

Michael Waymouth - Media Strategy & Planning Manager, IAG - 2015

I would love to say that we increased the HI test volume from 30% to 80% because we followed your same rationale; the truth is we increased because we could see next to no volume after we ceased the SEM/PPC test. Good to know that our decision can be backed up with numbers - thanks!” 

Luke Durante - Digital Marketing Manager, Bupa Australia – 2014

Thanks to the Datalicious team for the endurance you’ve all shown to date which has delivered a fantastic outcome. Getting the code implemented with quality and delivered on time provided us with advice around the new implementation and testing. Great teamwork all around. Well done!

Seth Wibisono - Channel Manager, Bupa - 2013

Datalicious’ tag management and Digital Attribution among other vendors’ capabilities helped to enable real-time media buys in digital media channels based on Telstra’s next best offer models and real-time site data, a world first in terms of the depth of complexity and extent of real-time data integration. Datalicious went out of their way to ensure this trial could go live successfully and delivered an outstanding result.

Scott Thomson - Senior Marketing Manager, Telstra - 2013

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