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
