In 2021, a nationwide restaurant chain transformed from a classic sushi restaurant with a delivery option and a small share of ECOM into a food tech company, in which the share of ECOM has grown significantly. In this regard, the importance of analytics as a decision-making tool has increased. At the same time, the mobile applications were updated followed by the website.
In this regard, the company set the task of creating an end-to-end App + Web analytics system and building an understandable and visually convenient cohort report to test the following hypothesis and tasks:
- The hypothesis: increasing the advertising budget affects the increase in sales through organic channels.
- The tasks:
- budgeting based on the mutual influence of channels. How to attribute the value properly?
- making a global media plan considering local regional indicators and the needs of specific restaurants.
- Customer Journey tracking during multi-channel interaction with the client on the website and in the application.