Google Marketing Platform
Google Marketing Platform Implementation
We transformed an organization that lacked standardized and cohesive e-commerce measurement methods into a best in class analytics organization. This particular organization chose to rely heavily on the Google Marketing Platform products. …And for clarity, best in class wasn’t just our opinion — these were Google’s words!
The company had been operating 52 domains, sub-domains, and landing pages. Each site was essentially operating independently from the other sites and there was not a standard setup that would facilitate visibility and impact of each site’s contribution to the overall company’s performance. Let alone, there was no method to scale analytics as the company continued to evolve and grow.
What did we do and how did we do it?
We analyzed the current state of their analytics. We looked at their toolsets, standards (or lack thereof), measurement methods, and procedures. We identified gaps as well as asked them about known gaps and problem areas.
Next, we worked with them to understand the ideal state. Where were they trying to go?
Then, we formulated a plan to get as close as realistically possible to their end goal. As well, we provided recommendations on measurement items they had never even considered.
We implemented a standardized and scalable e-commerce measurement and monitoring plan across the host of web properties. We also tied their online and offline metrics together for a full-funnel, end-to-end view. Work included implementing:
- Google Marketing Platform products – Analytics 360, Tag Manager 360, Optimize 360, BigQuery, Measurement Protocol, & Data Studio.
- Custom User Journey Tracking code & Reporting
- Quality Assurance operating procedures
- Organizational training and content based on audience needs
- API Integrations
- Conversion Rate Optimization tools – Optimizely & Server-side testing
The company now has the setup needed to make strategic business decisions based on the right metrics and metrics they can trust. They also now have the expertise to methodically improve their site & conversion rate through experimentation & testing.