Grant Thornton’s digital marketing team has three core issues they needed help with, the issues magnified by the size and scale of their digital real estate.
1. Ensure consistent analytics tracking and measurement across all 90 websites
2. Central place for campaign tracking from a global and country perspective
3. Improved reporting and communication of data across their global digital teams
Typically, with any analytics project we start by creating a measurement plan. This includes all the necessary things to track on a website. What constitutes a ‘goal’, what needs to be set-up using event tracking, data layer requests and so on…
Following the creation of Grant Thornton’s measurement plan we performed a thorough analytics audit. This helped us identify what was being tracked, what wasn’t, what was broken within analytics, and what technical configurations still needed to be created.
From a position of better understanding, we were then able to make significant changes and immediate improvements to their Google Tag Manager and Google Analytics implementation.
Having made changes to their technical configurations in Google Analytics and Google Tag Manager, our team was able to implement consistent tracking across all 90 Grant Thornton websites, utilising a global tag management solution.
As a consequence, Grant Thornton are now able to understand user behaviour and track all of their KPIs at a global, as well as a country, level.
Grant Thornton now has visibility on the performance of each country they operate in and helped them identify regional behavioral differences, and how marketing campaigns and content has performed. Fundamentally, this has meant that they have been better placed to direct spend where it is most effective.
Finally, a Google Data Studio implementation has transformed their reporting process and brought their data to life in a highly-visual and easily-shared way.