Google Analytics: Domino's UK and Ireland increased monthly sales by 6%

The pizza chain grew its sales through Google Analytics and Google Tag Manager.

Google reported that its online sales in the UK and Ireland increased 30% year over year and currently account for almost 70% of all sales; 44% of those online sales were made via mobile devices in 2014.

Domino’s used the BigQuery Export feature in Google Analytics Premium to automatically export raw data to a BigQuery project on a daily basis. They also uploaded daily CRM data into BigQuery through a secured FTP location and the BigQuery API. Following the process, CRM data became easily merged with Google Analytics behavioral data via transaction IDs.

“Google Analytics Premium, combined with Google Tag Manager and BigQuery, has become an integral solution that gives us the technical agility and the analytics power we need to advance our marketing strategies. DBi has been fundamental in developing our digital strategy with Google Analytics Premium,” Nick Dutch, Head of Digital at Domino’s, said.

Google also reported that the company saved 80% year on year in advertisement serving and operations costs.

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