Hemköp (Analytics)
Hemköp requested support in building a robust digital analytics environment for their website and app, as well as structuring their tools and creating a clear link between collected data and business decisions.
- Our Role
- Digital Analyst.
- Focus Areas
- Management and maintenance of the analytics stack, creation of member-level analyses, test design and impact evaluation, analytical work in projects related to digital marketing follow-up, and development of control tools for campaign pricing, among others.
Our Mission
Hemköp needed to better leverage their membership-based data for business development, campaign optimization, and compliance. They faced challenges in understanding customer behavior, especially related to store-specific patterns and segments. At the same time, there was a need to strengthen internal competence in web and app analytics to develop more data-driven workflows.
Omniarch has held an ongoing assignment with responsibility for digital and business-oriented analytics at Hemköp. Our role has gradually evolved from technical setup and web analytics to also include business analysis, compliance tools, and strategic advisory.
Our work included:
- Operation and maintenance of Hemköp’s digital analytics stack (GA4, GTM, BigQuery, etc.)
- Development of member-level analyses for segmentation, campaign follow-up, and store patterns
- Test design and impact evaluation in business development projects related to in-app payments
- Lead analytics work in projects focused on digital marketing follow-up and development of control tools for campaign pricing
- Communication of insights to both central decision-makers and local store managers
Initial goals:
Structure digital analytics and ensure measurability in the website and app, strengthen Hemköp’s ability to work with data at the member level, and support projects requiring data-driven decision material.
Results (Qualitative):
Complete Google Stack established and documented, segmentation analyses integrated into business development efforts, and increased organizational understanding of testing methodology and analysis results.
