Case Study: Freshpet
Freshpet is one of the most beautiful brands with which one can collaborate. Freshpet's mission is to improve the lives of our beloved four-legged friends through "real, fresh foods."
During our collaboration, which has lasted more than four years and is still continuous as of the publish date of this post, I was lucky enough to observe how they take our fur friends to heart and do everything possible to help them live their happiest and healthiest lives.
The Whats
For over four years, our partnership with Freshpet has been summarized as a shared dedication to data-driven decision-making, attention to detail, and doing good. As the Director of Analytics at Digital Surgeons (my beloved previous agency, where I worked for years), I have had the privilege of working closely with the team, including Steve Elwell, the Director of Digital Marketing at Freshpet, whose video testimonial about me is below and about maybe more than 20 Freshpet employees I have collaborated with over the years. Together, we have done a lot, including transitioning to Google Analytics 4, launching more than a dozen A/B tests, leveraging Customer Data Platforms to orchestrate the data flow, and developing custom dashboards to inform strategic decision-making.
Our collaboration reflects Freshpet's evergreen commitment to continuous improvement and our shared passion for positively impacting pet care. I am grateful for what we have done and excited about the future.
The Hows
There are many chunks we can cover. I will briefly focus on the GA4 transition, Custom Dashboards, Customer Data Platform, and Conversion Optimization Program.
GA4 Transition: Rather than diving into what can be tracked and how, I suggest anyone starts an analytics project by understanding the needs and objectives. Freshpet's GA4 transition was not any different. We started with identifying the goals and designed a KPI Tree that visualizes the goal, the strategies, the tactics, and the metrics & KPIs to track success for these activities after the launch and onwards. Here is my GA4 Implementation Process deck; if you want to know the steps, you're welcome to take a look.
Custom Dashboards: We have prepared multiple custom dashboards for Freshpet, but the last was focused on specific company goals for which GA4 Custom Reports couldn't provide the solution. Again, building a custom dashboard starts with understanding the objectives, identifying the desired outcome, and then diving into the implementation. I'll prepare another post about how to prepare custom dashboards shortly; my methodology is as follows;
Understand the Objectives -> Agree on the metrics & KPIs -> Draw the initial dashboard -> Add desired data sources -> Prepare the dashboard -> Train the Client on how to use the dashboard -> Transfer the Ownership.
Customer Data Platform: Although there is exciting recent news like a native Facebook Ads -> BigQuery connector and Salesforce Data Import to GA4, GA4 is somewhat limited with Google Suite, meaning Google Analytics 4 can share data with Google Ads, Search Console, Big Query, etc.; they are all Google products and outside of these connectors; it's not possible to picture the user as a whole. Whereas a CDP can manage this orchestration, it can add custom events and traits, unify users, and feed multiple platforms, for example, Email & SMS products, GA4, Paid Media tools, etc. If possible, CDPs can use these various platforms as data sources and destinations, creating a two-way street between tools. This was one of the latest implementations I took part in.
Conversion Optimization Program: In the last 1.5 years, we have developed and launched more than 15 A/B tests. As expected, some worked, some prevented revenue loss, but all helped add data-driven aspects to our decisions. We initially used Google Optimize; after the tool's sunset, we leveraged the Builder's internal capabilities along with GA4 for segmentation and advanced analysis.
The Results
Nothing can beat the sense of fulfillment. Throughout the journey, Freshpet's website was redesigned, multiple Landing Pages were added, numerous campaigns were launched, and many small projects were completed. I was lucky enough to help Freshpet as needed. We did the redesign with the numbers in mind, learned from the A/B tests from our visitors, tried new things, and ultimately increased the conversion rates of both those who are looking for nearby stores or online stores to purchase, using the Product quiz we learned a lot about our audience and their needs, added way too many new newsletter subscribers.
Enough of me talking; let me add what Steve Elwell thinks about our collaboration.
Lessons Learned
Doing good is the ultimate goal. Doing good with such big clients doesn't have to be intimidating. There are good people everywhere.
Conclusion
As I wrap up the case study, I want to thank Freshpet, the previous agency where I worked for years, and all the colleagues that made these things possible.
And if you are looking for similar successes, do not hesitate to reach out. Let's do good together.
