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Introducing Google Data Studio – Identifying Trends & Building Reports for Charlotte Tilbury

Client

Charlotte Tilbury

As a Google Certified Partner, Incubeta acted as an independent partner for Charlotte Tilbury helping them to put a process in place to identify trends in Google Analytics data. We built an easy to navigate Dashboard for business objectives that did not require GA knowledge thereby removing friction in communicating the logic behind decisions to the wider team. Our strategy meant all team members could make informed data-driven decisions.

Background

The new dashboarding process has been a big success throughout the business - with management in particular having found the format helpful.

Emily Plant

Ecommerce Manager at Charlotte Tilbury

Insights

With an advanced Google Analytics setup and a huge amount of data being captured, Charlotte Tilbury were struggling to identify any trends and communicate these insights to the wider business. They also lacked a  sophisticated enough process for reporting on Google Analytics data, and were using a mix of ad-hoc analysis and basic powerpoint reports that did not reflect their progress in customized data capture and segmentation.

Incubeta was tasked with creating an effective tool to identify key trends and to help create reports – with an easy to navigate dashboard for Charlotte Tilbury to use that does not require substantial GA knowledge.

Strategy

Incubeta proposed a complete overhaul of the existing reporting habits, introducing Google Data Studio as an effective tool to identify key trends and to help create reports that could be continually maintained in line with Charlotte Tilbury’s advances in data capture.

We identified the KPIs valuable to the business and built a “health-check” dashboard that would allow at-a-glance trend identification. From here we centralized multiple GA reports by splitting out different areas including demographics and ecommerce platform.

Related Work

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