FIRST Digital will be providing ongoing analytics, insights and tracking implementation support for Icebreaker’s global
ecommerce team.
FIRST Digital NZ has been working on key analytics, conversion and tracking implementation projects for Icebreaker since
2017. The digital marketing agency has recently been appointed as a long-term partner providing ongoing training and
support to the brand’s global ecommerce team.
“We are excited to solidify our partnership with Icebreaker Global and provide the opportunity for a deeper level of
insights and analysis as they extend their global ecommerce reach.” Says Danny Parker, Commercial Director for FIRST
Digital.
FIRST Digital’s goal is to equip and support the Icebreaker team to further advance their ecommerce business by being
able to leverage the full potential of their Analytics platform.
Over the years, FIRST has helped Icebreaker gain insight on the 360 customer shopping experience and use data to
optimise marketing channels towards core online and offline KPIs for the business.
The appointment of FIRST comes at an opportune time with big changes happening in the world of analytics. Google
recently launched Google Analytics 4, which builds on the foundation of the App+Web property introduced in beta last
year. The new measurement model has machine learning at its core and offers a more unified solution for cross-device
measurement. It is also privacy-centric, which complies with industry changes regarding cookie and identifier
restrictions.
FIRST will be able to assist Icebreaker future-proof their analytics setup using the new technologies that allow faster
page load, better user tracking and improved security.