Scentre Group

Google Marketing Platform transforms digital engagement

the background

Date: July 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

TRACK
TRACK

Track customer interactions

ANALYSE

ANALYSE
ANALYSE

Analyse customer engagement  

DELIVER

DELIVER
DELIVER

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

Datalicious have been instrumental in the development of our overall website ecosystem and strategy at Cancer Council NSW. Brian Do, Datalicious' Technical Consultant has displayed true resilience in the deployment of our solutions across very complex journeys and has become an extended part of the team. His Google expertise has 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 – 2019

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

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

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

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

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

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

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

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