How Suwen achieved 99% data match between analytics and CRM

Suwen, a leading women’s underwear and lifestyle brand, had limited visibility into its marketing performance. Web analytics and CRM data showed different results, making it hard to clearly understand which campaigns were driving sales.

The Struggle

Suwen’s web analytics and CRM data were not fully aligned, which limited visibility into true campaign performance. Differences in conversion reporting, traffic source attribution, and customer journey data made it harder for marketing teams to confidently measure ROI and plan budget allocation.

The solution was comprehensive server-side tracking with Hardal

Hardal's server-side infrastructure, implemented by Optdcom, synchronized analytics and CRM data with 99% accuracy.

Key advantages delivered by Hardal:

• Server-side tracking infrastructure - First-party data collection eliminating browser-based discrepancies
• Accurate traffic source attribution - Consistent campaign attribution across analytics
• Complete conversion tracking - Every purchase tracked
• Reliable customer journey mapping - Consistent data enabling confident marketing decisions

Implementation Process

• Server-side tracking infrastructure was deployed
• Real-time data synchronization was established between analytics and customer records
• Traffic source attribution was unified across both systems
• Conversion tracking was configured for identical reporting in analytics and CRM

Working with Optdcom, the implementation eliminated data inconsistencies and established a single source of truth for marketing performance.

Results Achieved

Data Synchronization:

• 99% data match between web analytics and CRM conversion records
• Consistent traffic source attribution enabling accurate campaign performance measurement
• Unified customer journey tracking across all touchpoints and systems
• Eliminated discrepancies between analytics reports

Marketing Performance:

• Accurate ROI calculation based on reliable, consistent conversion data
• Confident budget allocation informed by trustworthy attribution data
• Better campaign optimization through unified performance metrics
• Strategic decision-making powered by synchronized analytics and CRM insights

Business Impact:

• Marketing teams now trust their data for critical decisions
• Clear visibility into which campaigns drive actual conversions
• Improved targeting based on accurate customer journey understanding
• Competitive advantage through superior measurement accuracy

"Founded in 2003 in Istanbul by a dynamic team aiming to make a difference in the underwear industry, Suwen empowers women with a comprehensive range of products from underwear to home wear, beachwear, cosmetics and perfumery. With a commitment to quality, aesthetics and functionality, Suwen continues to grow rapidly in Turkey and abroad through our strong store network and e-commerce platforms."