Kelly Oysters is a leading Irish seafood provider committed to quality and sustainability. As part of Fáilte Ireland's Digital that Delivers program, they aimed to modernise their digital measurement capabilities to better understand customer behaviour, improve ROI, and drive smarter marketing decisions.
Kelly Oysters struggled with key measurement gaps that impacted their ability to analyse performance and make data-driven decisions. There was no GTM integration, e-commerce tracking was missing, and the Tours booking engine wasn’t connected to GA4. Data collection was unstructured, making ROI assessment difficult, and reporting processes were slow and fragmented, delaying insights and hindering timely marketing optimisation.
Audited and configured GA4 to ensure accurate data collection, enabled enhanced e-commerce tracking, and integrated the Tours booking engine for revenue attribution.
Set up detailed tracking for key conversions, including lead form submissions and online bookings, to improve visibility into user actions.
Connected GA4 to BigQuery for scalable analysis and built custom Looker Studio dashboards to deliver real-time, actionable insights.
Provided a comprehensive handover session and technical documentation to empower the internal team with ongoing analytics management.
Improved measurement accuracy for website, ecommerce & booking engine interactions.
GA4 and BigQuery enabled advanced segmentation, ROI analysis. & segmentation.
Data-driven insights led to more efficient targeting and higher ROAS.
