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Google Analytics 360 Tracking Configuration for an Electric Utility and Gas Service Provider

Objectives

Implement best-in-class Analytics 360 setup and data collection (including ‘offline’)
Build Data Studio executive and operational dashboard to drive actionable insights and recommendations

Challenges

Design the ‘end-to-end’ data collection strategy for a new online product/platform
Implement the tracking and ensure data reliability and trustworthiness for further business and marketing decisions
The platform is not a standard eCommerce site, therefore customized enhanced eCommerce tracking was required to track the quote application funnel
Architect and build a tag management system to minimize 3rd party tag implementation
Integrate Analytics 360 and other Google Marketing Platform products; Analytics 360 and Salesforce (SFMC and SFSC)
Build actionable and interactive dashboards for executive, operational, and marketing purposes

Process

Results

Best-in-class Analytics 360 configuration and tracking that allows to track end-to-end user journey; online-offline data mapping
Reliable data collection (back-end data match by 98%)
Data Studio dashboards built for product owners and operation/content management teams

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