Family-owned company Ořechy a sušené plody s.r.o., with more than thirty years of experience in the Czech market, operates under the brand Ochutnej Ořech. The company specializes in the production and distribution of high-quality nuts, dried fruits, seeds, and healthy food products, as well as import of durable sweets.
Since 2019, the company has been running a wholesale and retail e-commerce store, ochutnejorech.cz, which processes over 1,000 orders per day and has seen double-digit growth year-on-year. We have been helping develop their e-commerce business since 2021. Between 2022 and 2023, the company undertook a series of key digital innovations that, in our experience, most companies try to avoid for as long as possible. It took significant courage, as these changes included a complete redesign of the Ochutnej Ořech brand, a full overhaul of corporate systems (including a new accounting system, revamping logistics, implementing a new ERP system, and launching a new e-shop). At Archetix we are proud that Ochutnej Ořech chose us as their web, data, and marketing advisors.
The e-shop is led by Petr Voves Jr. Under his leadership, the store won the Heureka Shop of the Year award in 2022 in the “Quality Price: FOOD & BEVERAGES” category. In 2023, it earned second place in the same category.
Thanks to its successes and position as a market leader, the company recognizes the importance of data in the modern digital ecosystem. Therefore, we established a strategic partnership to build long-term analytical maturity, especially in the areas of web analytics and Business Intelligence (BI). Petr Voves Jr. decided to outsource all analytical services to us, delegating this competency to an external partner. Similarly, the marketing team brought in external experts.
Interested in learning about the client’s needs, the project’s progress, and the challenges our team faced? Keep reading!
The Client’s Needs
The collaboration with Ochutnej Ořech began at the end of 2021 when the company decided to take a crucial and challenging step: a complete redesign of the e-shop, digitalization of the company, and modernization of technologies. In essence, they were rebuilding the digital part of their business, including upgrading logistics, warehouse systems, and internal business systems. Given the scale of this project, we had to consider the analytical and data side from the very beginning. That’s why the thoughtful managers from ochutnejorech.cz, led by Petr Voves Jr., invited us to participate in the project as independent data consultants.
Although this approach may seem obvious, very few data analysts are involved at such an early stage. The benefits are immense, as it helps steer business and e-shop development more effectively toward set goals. For example, we addressed how to measure the e-shop’s success, identified the necessary infrastructure and processes, and avoided tackling these challenges only after the launch.
The task was clear – analysis, design, and implementation of data and analytical processes related to the launch of the new e-shop and the replacement of internal business systems. So how did we tackle this task? Read on to find out.
Solution and Project Progress
From the perspective of web analytics, we first analyzed the client’s needs and those of the marketing team. We then added our expertise and years of experience to prepare an extensive brief for the development team, focusing on analytics, PPC, and SEO. We developed this brief in collaboration with SEO specialist Lukáš Konečný from LK Media and PPC expert Tomáš Míka, who shared their expertise in SEO and PPC.
Part of the brief included designing a comprehensive data layer containing more than 30 events, unified objects for products, users, and the shopping cart. We also created an integration manual for implementing a cookie management solution using Cookiebot and ensuring its proper deployment. Finally, we designed the server hit structure and sent it to a server-installed Google Tag Manager (SGTM). All of these processes aimed to capture essential information for reporting on the functionality and performance of the e-shop, as well as enable marketing specialists to optimize campaigns using the latest methodologies.
Outcome of the Collaboration with Ochutnej Ořech
Our collaboration began with designing and implementing a custom data layer for the e-shop. The implementation took approximately a year and was a key component of the e-shop’s development and technical solution. We highly appreciate the collaboration with developers from Argo22, who dedicated themselves to the implementation. During the implementation, we also prepared the GTM container and tested it on the staging version of the e-shop under development.
Once the new website launched, the e-shop performed very well due to the implementation of the data layer and analytics. We also ensured the proper setup of all conversion and tracking codes, including Enhanced Conversion for Google Ads, Facebook Conversion API, TikTok API, and other backend integrations.
This allowed the e-shop to leverage the latest advertising formats, including highly successful campaigns on TikTok. Simultaneously, the new e-shop became fully competitive in SEO, allowing the website’s traffic to grow and increasing brand visibility.
Together with PPC expert Tomáš Míka, we also worked on optimizing campaigns. High-quality product feeds were created to send all the necessary product data to advertising systems.
A valuable output for the client was the creation of interactive BI reports. These reports enable users to visualize and analyze advertising costs and BI reports based on accounting system data on a daily basis. Using this data, we analyze purchase frequency for individual users and products, the number of items in orders, coupon usage, search efficiency (e.g., sorting results, unavailable products), real-time margin calculations, and other metrics.
Overall, BI reporting is a highly effective tool, as it allows the client to grow by up to 20% year-on-year. They have immediate access to data on marketing activities and campaign performance, enabling them to make informed decisions.
What BI Reports Can Do for You
As part of the project, we managed to implement several unconventional solutions, from which we continue to benefit even a year after the website launch.
Real-time Transaction Monitoring and Reporting
To monitor the life cycle of the e-shop and analytical processes, we built a reporting and alerting system that checks whether transactions are flowing as expected through the server-side Google Tag Manager. This solution uses direct writes from SGTM to BigQuery, with Looker Studio reports and several SQL functions set to regularly check whether transaction counts meet specific rules. Similarly, we check the data layer and data stored in BigQuery.
Integration with All Marketing Systems via SGTM
At Ochutnej Ořech, we achieved a remarkable integration feat. We opted to handle all measurements requiring backend data/conversion submissions through SGTM. Developers were not required to implement specific scripts into the e-commerce solution, but only provide the data layer and several server hits. All tools such as Zboží API, Heureka API, Ecomail API, Facebook Conversion API, TikTok Conversion API, Affilbox S2S integrations, and others are fully controlled via SGTM. That allowed us to update measurements without involving developers. This offers tremendous flexibility in introducing new tools and refining measurement systems.
Margin-Based Bidding
All bidding in advertising systems for ochutnejorech.cz is based on targeting margin, which is fed into the ad systems via server-side GTM. This technique provides much greater control over campaign budgets and their efficiency. The main advantage is that it allows for assessing the performance of individual products, especially distinguishing between those manufactured and those purchased, which often have very different margins. PPC specialists can be highly effective even in one-time campaigns or when products are heavily discounted, which often leads to unprofitable sales in traditional revenue-based bidding methods.
Measurable Benefits of the Entire Project
“I’m happy to have experts like Digitální architekti on my team. For me, as a business owner, analytical topics are often complex, and I always receive answers from Marek Čech that help me make the right managerial decisions,” says Petr Voves Jr. about the collaboration.
The implementation of these processes allows the company to expand and offer quality products and services to its customers. We are pleased that Ochutnej Ořech chose us as their long-term partner, and we look forward to continued joint growth.
Measurable Benefits – Summary Table:
*based on a comparison of the 12 months before and after the new e-shop and BI ecosystem launch
Tip for You!
Invest in modernizing and integrating data analytics into your e-commerce business. A complete redesign and the implementation of advanced data and analytical systems can significantly improve your e-shop’s performance. Efficient integration of measurement and marketing campaign optimization tools, along with the introduction of Business Intelligence reports, enables faster and more informed decision-making, leading to substantial revenue growth and better competitiveness.
So, remember to consider analytics when redesigning your website – it will pay off in the long run!
If you’re serious about your business, reach out to professionals.
We’re here to help, and we’d be happy to offer an initial consultation for free.
