An Assessment of MCM's Data Ecosystem and Measurement Approach
- ClientMCM
- IndustryFashion & Beauty
- CapabilitiesData Strategy & Architecture · Data ecosystem audit · Data mapping to user journey · Audience insights · Audience segmentation · Define KPIs, measurements · Measurement planning · Data capture & measurement
Data-Driven Growth Opportunities
Discovering growth opportunities through data.
With a very aggressive e-commerce revenue target, we needed to help MCM understand the types of data they needed to analyze to identify growth opportunities across their omni-channel ecosystem.
Because MCM’s analytics team was primarily focused on CRM and not digital, Code and Theory partnered closely with their in-house e-commerce and analytics teams to provide oversight and ensure efficiency and efficacy.
A refined measurement approach.
We started by assessing the MCM data ecosystem to identify opportunities and gaps to connect and enhance the customer’s experience throughout their lifecycle. In addition, we refined the measurement approach to align with the current customer experience.
Through these key activities, Code and Theory identified the current data strategy is driven by acquisition and conversion.
Key activities
Measurement exists but is fragmented | Source
Campaign learnings are not used to inform future optimizations | Source
Customer lifecycle focuses on acquisition of new customers | Source
Conversion is the focus while behavioral insights are limited | Source
Making MCM’s growth measurable through better digital performance
MCM, a premier global luxury leather brand, has seen significant increases in awareness and revenue in the U.S. market over the last several years. That momentum raised the stakes for sustaining long-term business growth.
Following the 2018 website relaunch, the brand needed clearer visibility into performance and conversion signals. This engagement focuses on strengthening measurement foundations and producing decision-ready insights that can support how teams prioritize and evaluate work as the business scales.
Key Takeaways
Data-driven insights optimize customer engagement.
Enhanced analytics improve performance tracking.
Refined strategy drives long-term growth.
A clearer measurement approach supports better decision-making.
Phase 1: Refined Measurement Approach
For the first phase of our engagement, Code and Theory developed a holistic measurement framework driven by overarching business goals and objectives, and then translated it into different touch-points across the customer journey. We also analyzed existing site performance and customers’ engagement on the homepage and key templates to identify opportunities for optimization.
Campaign measurement: Defined a campaign measurement approach including communicating insights and recommendations organizationally.
Data capture strategy: Developed a data tracking structure to ensure consistent data capture across marketing channels.
Behavioral insights: Identified micro conversation behavior by capturing behavioral events along the customer journey—including pathing between products, engagement with modules, content, and promotions.
Omni-channel insights: Identified behavioral connection points between the site and store, and developed measurement requirements for them.
Refine the existing segmentation approach: Identified the best customers based on engagement and transactional behaviors.
Phase 2:
Following Phase 1, Code and Theory continued to enhance behavioral tracking and analysis on the site.
How MCM leverages our learnings and results
Learnings were used across their marketing, social, CRM, and omni-channel teams. These learnings served both as a conversation starter and a foundation for optimization.
The findings and recommendations from the implementation audit were used to enhance their analytics tracking.
The behavioral insights from the analysis were used to optimize their template design.
What We Did
Documented MCM’s current data ecosystem, gaps, and priorities to guide the data strategy
Reviewed analytics setup and reporting workflows, and recommended improvements to measurement
Mapped key customer journeys and data touchpoints to highlight experience and tracking gaps
Assessed platform and marketing tooling for data capture and activation, with integration needs
Related work
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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