Case studyManufacturing · Retail & e-commerce

CRM and web analytics combined for a Norwegian business

Assystant set up custom tracking and built a Looker Studio dashboard combining Malproff’s CRM and Google Analytics data in one clear view.

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Assystant · 100+ projects · 20+ countries · since 2014

About Malproff

Malproff (malproff.no) works in e-commerce and manufacturing in Norway. It needed clearer analytics and reporting to support its business decisions.

The challenge

Without properly tracked custom events and goals, much of how customers engaged with Malproff’s digital properties went unmeasured in Google Analytics.

Malproff also wanted its CRM data in the picture, for a fuller view of customer relationships and business performance than web analytics alone, which needed a dashboard that pulls both sources into one coherent view.

What Assystant did

We set up custom event and goal tracking in Google Analytics and built a Looker Studio dashboard combining it with Malproff’s CRM data.

  • Custom event and goal tracking in Google Analytics
  • A Looker Studio dashboard combining CRM and analytics data
  • One view of customer engagement and business data

Malproff now sees customer behaviour and CRM data side by side.

Technology
  • Google Analytics
  • Looker Studio
  • CRM integration
Results

What changed for Malproff

  • Custom event and goal tracking in Google Analytics
  • A unified CRM and analytics dashboard in Looker Studio
  • Clearer visibility of customer engagement
  • Better data-driven decisions across the business
  • Less reliance on siloed, single-source reports
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