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Before teaming up with Duga Digital and using the Addingwell server-side tech, we had a bit of a challenge centralising our digital measurement across all our European markets. Our data just wasn't consistent, which meant we couldn't properly optimise how we were investing our media budget.
Challenge
Avery is part of CCL Industries, a global £3.9bn group specialised in labels and packaging. The company aimed to establish a consistent and scalable digital measurement framework across its European operations.
Despite using several digital tools, Avery did not yet have a fully centralised measurement system. To improve campaign performance and better leverage its first-party data, the company needed to:
- Unify its data collection to obtain a consistent view of performance across all markets
- Secure data quality through auditing and correcting existing tracking flows
- Increase the depth and reliability of signals sent to marketing platforms
- Build a long-lasting technical foundation that would support future activation needs
Solution
To address these challenges, Avery was supported by Duga Digital, who oversaw the implementation of a comprehensive and structured data framework. Within this framework, Addingwell provided the server-side technology and technical foundations needed to stabilise data collection and effectively feed marketing platforms.
Phase 1: Data Audit & Quality Improvement
Audit, correction, and enhancement of existing data through BigQuery.
Phase 2: Dashboards & Insights
Creation of consolidated dashboards to improve understanding of the user journey and business performance.
Phase 3: Advanced Collection & sGTM
Strengthening of data collection through a server-side Google Tag Manager hosted on GCP, along with audience building in BigQuery.
Phase 4: Activation & Performance
Leveraging enriched audiences to optimise Google campaigns and generate measurable improvements.
Results
The new, structured data framework has worked wonders for us. It's not just about setting up a few tools; it's about getting a proper, reliable, long-lasting technical setup in place. The numbers tell the story: we saw a really good 19% increase in conversion rate and a massive 25% improvement in return on ad spend (ROAS). This framework has made our data quality solid, given us much richer audiences, and directly resulted in better media performance and far less money wasted on ads. Duga Digital and Addingwell gave us the solid infrastructure and know-how we needed to genuinely get the most out of our own first-party data.”
Marion Cailleriez from Avery
Conclusion
Thanks to the support of Duga Digital and the technical infrastructure provided by Addingwell, Avery now benefits from a complete, reliable, and high-performing measurement framework. This collaboration improved data quality, enriched audiences, and delivered strong business results, while laying the groundwork for a long-lasting, scalable data ecosystem.
Avery needed a smart, scalable measurement setup to pull together their European digital marketing operations and get the most out of their first-party data. We started with a proper data audit and quality check using BigQuery. The key bit was boosting data collection using server-side Google Tag Manager (sGTM) hosted on Addingwell - scaled through our automation. By delivering this unified setup, we hugely increased the quality and reliability of the signals going into their marketing platforms. This approach led to brilliant results for Avery, showing just how powerful the data foundation can be.
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