Horseware Ireland

Shortlisted for Best Use of Data at the UK Digital Growth Awards 2024

As Horseware Ireland looked to expand their operations to additional countries and markets, we supported the development and launch of new localised websites through extensive tracking in Google Tag Manager, GA4 configuration, and Looker Studio dashboards.

The integration of the new tracking, advanced reporting tools, and data visualisation through Looker Studio was pivotal in launching the direct-to-consumer (DTC) websites. This initiative allowed Horseware to consistently monitor and improve upon KPIs such as conversion rate, average order value, user activity, engagement, and bounce rate. This was also combined with their digital marketing analytics, allowing for a clearer understanding of how marketing efforts directly impacted engagement and sales performance.

Through analysis of other dimensions and metrics such as demographics and cart abandonment, Horseware were able to effectively expand operations to now ship to more than 25 countries across five new websites, each tailored with local languages and currencies. The Looker Studio dashboards have provided a maintained centralised view of data across all regions, while also providing the flexibility to assess each market on an individual basis.

This data-driven approach has not only streamlined operations, but also significantly enhanced marketing efficiency. Since the launch of the new websites, and the implementation of more detailed tracking and reporting, Horseware observed a noticeable increase in revenue, and maintained a high conversion rate aligning with their strategic goals and objectives.

The reports and dashboards are delivered on a weekly basis, used in DTC trade meeting, providing a detailed overview of eCommerce and digital marketing performance, allowing the team to strategically assess where to prioritise their efforts and which strategic levers to use to remain agile and increase sales on a week-to-week basis.