The Challenge
GMG runs marketing at scale across a broad retail and distribution portfolio in the region. That breadth means campaigns fire across categories, audiences and channels every week, at a pace that exposes any weakness in how activity is tracked and managed.
At that volume, the marketing engine is only as reliable as the data feeding it. When event tracking is incomplete or inconsistent, the picture of how customers move from first visit to first purchase becomes harder to trust, and the levers that lift conversion get harder to find.
GMG came to us with a clear objective: improve campaign management efficiency and lift conversion rate. Before recommending new spend or new tactics, the team wanted an honest read on what was already in place and what it was, and was not, measuring.
Our Approach
We structured the engagement to move from understanding to action, resisting the pull to jump straight to campaigns before the foundations were verified. The work ran in two phases.
Crawl phase. We began with a comprehensive audit of the existing campaign and tracking setup. This meant working through how marketing events were captured across the customer journey and checking that behaviour against what the reporting claimed to show. The audit surfaced critical gaps in event tracking, points where key customer actions were not being recorded reliably. Those gaps mattered because they shaped every downstream decision about what was working. Naming them plainly gave GMG a grounded starting position rather than an optimistic one.
Walk phase. With the measurement picture corrected, we moved into managed services and built a personalised lifecycle roadmap focused on the moments most likely to turn attention into a first purchase. The workstreams were:
- Event-tracking remediation. Closing the gaps identified in the audit so that key customer actions were captured consistently and the data behind campaign decisions could be trusted.
- Personalised Welcome journey. Designing a welcome experience for new and first-time visitors that met them with relevant messaging and moved them toward an initial purchase.
- Cart-Abandonment journey. Implementing a personalised cart-abandonment flow to re-engage shoppers who showed intent but had not completed checkout, recovering demand that would otherwise have been lost.
- Managed campaign operations. Running the campaign programme as an ongoing managed service, so the roadmap was executed and maintained rather than handed over as a static plan.
The Outcomes
The engagement gave GMG a clearer view of its own funnel and a working programme aimed squarely at converting first-time interest.
- The Welcome Journey achieved a 16% conversion rate — the headline outcome of moving from broken tracking to a personalised, maintained lifecycle programme.
- The audit identified critical event-tracking gaps that had been quietly undermining confidence in campaign reporting, giving the team a factual basis for what to fix first.
- Remediating those gaps restored trust in the measurement of how customers move toward a first purchase.
- A personalised Welcome journey and a personalised Cart-Abandonment journey were implemented as part of the lifecycle roadmap.
- Those journeys drove immediate first-time purchases, turning newly reliable data into activity that moved the conversion objective forward.
- Delivered as a managed service, the roadmap gave GMG a maintained programme and a repeatable way to keep improving campaign efficiency over time.
The through-line is straightforward: fix the measurement, then act on it. By correcting what GMG could see before changing what GMG did, the work put campaign decisions on firmer ground and turned two high-intent moments in the customer journey into first purchases.