Case: Photowall

Scaling Digital Growth Through Data Intelligence with Photowall

Photowall is a Swedish premier e-commerce brand specializing in high-quality wall murals, wallpaper, and prints. Operating in a competitive global market, Photowall requires more than just standard analytics; they need a deep understanding of their marketing efficiency and a streamlined way to turn data into action. Ctrl Digital serves as a strategic partner, building the technical foundation and analytical models needed to scale their digital presence.

Robust Data Collection with GTM Server-side

To ensure high data quality and better control over third-party tracking, Ctrl Digital optimized and maintained Photowall’s Google Tag Manager Server-side (GTMss) setup. This infrastructure enables more reliable data collection and distribution across marketing platforms.

By moving parts of the tracking from the client side to a server-side environment, Photowall has reduced the amount of third-party code executed in the browser, improving site performance. The GTMss implementation also provides more reliable conversion data, improving attribution and giving marketing platforms better data for campaign optimization. Together, this helps maintain robust measurement in an increasingly privacy-focused digital landscape.

Democratizing Data with BigQuery and Data Agents

A central part of Photowall’s data strategy has been building a centralized marketing data warehouse in BigQuery. Ctrl Digital has helped develop this foundation further, bringing all marketing data together into one clear overview.

To make these insights accessible to everyone, we implemented Conversational Analytics and Data Agents. This setup allows team members to query complex datasets using natural language, making data and insights easily available without needing to go through an analyst with advanced SQL skills. This leads to faster, more confident decision-making across the company.

Optimizing Marketing Investment with Marketing Mix Modelling (MMM)

Understanding the true impact of marketing spend is critical for a global e-commerce player. Ctrl Digital has supported Photowall in implementing Marketing Mix Modelling (MMM) using Google Meridian in BigQuery, alongside Multi-touch and Custom Attribution models, to better understand how marketing budgets should be allocated across channels.

By combining these methodologies, Photowall can analyze the incremental effect of marketing efforts and variables, including effects that cannot be captured through cookie-based attribution. This holistic view provides a better understanding of how different channels contribute to business outcomes, allowing for more precise budget allocation and higher ROI.

Driving Conversion through Data-Driven Experimentation

At Photowall, data actively guides product development. Ctrl Digital supports this by setting up data collection and analysis for A/B testing and CRO initiatives. This approach allows Photowall to test new features and layouts beforehand, ensuring every update improves the shopping experience based on how users actually behave.

By standardizing data processes and reporting, we’ve also shortened the time it takes to turn raw data into actionable insights.

A Future-Proof Foundation for E-commerce Excellence

The partnership between Photowall and Ctrl Digital is all about long-term growth. By combining a solid data foundation with smart analytics, Photowall has the insights they need to stay ahead in the digital interior design market.

“Ctrl Digital is a trusted partner in our journey toward a data-driven culture, enabling our team to make faster, more confident decisions every day.” - Burcu Yurtbulmus, Photowall

Need a Reliable Partner for Your Digital Data?

We help companies take control of their digital tracking in a secure, efficient, and business-focused way. Whether you need support with GTM Server-side, BigQuery, Marketing Mix Modelling, or AI-driven analytics, we’re here to help.

Get in touch if you want to learn more.