01 / The challenge
Start with the decision.
NVA’s digital measurement reflected the complexity of its portfolio: more than 1,000 separate Google Tag Manager containers across more than 60 brands. Digital behavior was only one part of the picture; customer and payment records also lived across hundreds of physical locations.
02 / What I built
Connect the pieces.
I consolidated the tracking into three dynamic containers with unified Google Analytics properties. Then I built custom APIs to bring CRM and point-of-sale data into a central warehouse. With those records connected, I built lifetime value and retention models by product, store, and month.
03 / What changed
A more useful answer.
The business gained a consistent view of digital performance and its first cohorted customer lifetime value and retention models. Measurement and physical transaction data could now support the same customer economics questions.
For a business with physical locations, better web reporting is a starting point. The useful question is what happens after the visit: who purchases, who returns, and how customer value changes across locations and products.