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National Geographic - Google Analytics Case Study

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We were tasked with migrating an in-house Tag Manager to Google Tag Manager and Google Analytics on the huge National Geographic website. We only had 3 months to complete this task!

Additionally the project was international and required the use of Google Tag Manager and Google Analytics within a global context.

The result was the project’s successful implementation in record time!

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Google Analytics Services

The first stage of our work is to help you determine your website’s objectives, which will allow you to define your website’s success metrics and use them as a benchmark for improving your business. By understanding what is important to your business, we can ensure you are targeting the right traffic, and that the traffic is converted into sales and profits.

We pride ourselves on being a Google Analytics Lead Digital Agency

Google Analytics Healthcheck

We’ll help you get the most out Google Analytics, giving you a better sense of who is coming to your business website.

Google Tag Manager Healthcheck

We’ll improve your Google Tag Manager use, giving you greater marketing and remarketing (reminder marketing) opportunities.

Business KPI Workshops

By conducting a KPI workshop with your team, we’ll help you match your business objectives with web optimisation outcomes.

Website Audit Process

Our audit process will identify areas of your website operation that require improvement, combining GA and GTM healthchecks.

Common Mistakes Encountered

Missing tracking code

If tracking code is missing from websites, this can complicate determining where people have come from, and identifying cases of self-referral. Without an accurate sense of who visits a website, marketing funds may not be well spent.

Unidentified broken links

Error 404 and 500 internal Server Error pages are always bad for websites. Correctly applied, tracking code can help track when people land on broken pages, accelerating the process of identifying and resolving these errors.

A 0% bounce rate

Finding a 0% bounce rate sounds like a dream, but this perfect response means your Google Analytics settings are not accurately determining which visitors stay on your website and which quickly move on. We can help rectify this situation.

Ecommerce missing from GA

Effectively using the Google Analytics’ Ecommerce category is essential to understanding your business’s success rate and how it can be enhanced. Using this tool will help you better understand where your money is coming from.

Session IDs in URLs

Sessions IDs are essential for understanding how people get to your website, where they came from, what they do on your page, and where they were when they left it. But they shouldn’t appear in URLs – we’ll share the reason why.

Quotation marks and typos

Google Analytics is essential for recording website efficiency, but it is not intuitive in spotting typos and other common mistakes like mixing apostrophes and speech marks. Using analytics requires good attention to detail.

Ineffective marketing parameters

Marketing parameters are essential for monitoring paid and social marketing, particularly essential for knowing exactly where customers originate from. We’ll help ensure your marketing parameters work for you.

Missing manual tags

It’s essential to include manual tags in emails and newsletters, RSS, social content, google products and google news. We can help you ensure that manual tags are included throughout your website.

Ill-defined marketing funnels

Correctly used, marketing funnels will provide an accurate idea of the people entering and eventually making purchases through your website. There is always a risk of overreporting or underreporting, and we will work to minimise this risk.

Undetermined transactional values

Accurately determining which products generate the best outcomes, is essential for knowing how your business operates, and for boosting the effectiveness of your spending. We can improve this by enhancing your use of Google Tag Manager.

Incomplete GTM setup

Your business’s success in achieving KPIs is directly impacted by the effectiveness of your GTM use. We can help streamline how you use this tool, enhancing your website productivity, and your level of business success.

Ineffective CRO evaluation

Evaluating conversion rate optimisation is a process which allows limitations faced in converting visitors to buyers, to be identified and addressed. Accelerate can conduct this process for both whole websites and individual pages.

Analysis

Our analysis of your website’s functionality will draw from a number of interactive sources, allowing us to better understand how your website operates and suggest improvements.

Google Sheet Automation

An improvement from Excel, Google Sheet Automation will compile, crunch and present statistical information about your website's performance in real-time.

Data Append

This is a useful tool merges product databases with Google Analytics, helping you better understand your customers' behaviour, and identify god profit and revenue sources.

Data Studio

Data Studio is a tool used to gather data from multiple sources, including google analytics and social media, and visualising the content in a practical form.

Optimisation and Personalisation

Once we have determined your website's strengths and weaknesses, we’ll use a number of tools and techniques to optimise and personalise your website's operation and build your profits.

Identification & Fix Conversion Issues

We will identify instances where there are problems in converting visitors to customers - blockers such as overly-elaborate or threatening registration process - and address them in a way that will maximise your customer conversion.

Refining Advertising Campaigns

We will review your use of AdWords (Google’s digital advertising tool), applying the A/B testing approach to test multiple pages simultaneously, and will work to build synergy between your advertising and landing pages.

Enable Dynamic Re-Marketing And Smart Lists

We’ll show you how to use re-marketing (reminding customers of products that they almost bought), and smart lists (identifying customers who will most likely to buy products in the future), to maximise successful transactions and build profits.

Automated Reporting

We’ll help set automated reporting regarding your customer information - smart spreadsheets that identify marketing risk and opportunities. This minimises busy work and gives you time for creative innovation and running your business.

Attribution Modelling

Knowing exactly how your customers are reaching your website (a process which can involve a series of links through several webpages), is important for determining which of your marketing channels are most effective. We’ll help set up attribution modelling for your website, and consequently help you address any identified shortcomings.

A/B Testing For Conversion Rate Optimisation.

Our team users extensive experimentation as a means of improving your website's functioning. A/B testing involves creating two websites or pages serving the same function, and determining which works best. This approach measures not only Conversion Rate Optimization, but other website functions as well.

Training

It may seem counter-intuitive, but Accelerate Agency’s long-term goal is to empower our clients to the point where they are independent. We will show you how we did everything we do, and train you to continue streamlining the changes we've made. 

Google Analytics Training

Google Analytics Training
We’ll train you to get the most out of Google Analytics - a tool for monitoring conversion rates and determining where customers originate from. Google Analytics is a simple system to use, but one that has to be effectively installed and monitored.

Google Tag Manager Training
Tag manager is by its nature easy to set up. However, if incorrectly used, the system can cause more harm than good. Our staff can help you develop an effective, methodological approach to using the system that will have the best possible outcome for businesses.

SEO Training
Improving how you ranking on search outcomes on Google, Bing and other primary search engines, depends on the quality of your search engine optimisation. We'll work with you to boost your website's prominence and recognition.

Data Studio Training
DataStudio is an ideal tool for visually demonstrating your website’s impact, given that data is easier to understand visually, as opposed to as just a list of figures.  We’ll demonstrate how to use DataStudio quickly and efficiently so you can better present the results of your work to external and internal stakeholders, while making more sense of it yourself.

Reviews

  • Minyu Bian
    I met Accelerate via the web analytics association. As a friend and mentor,They have helped me greatly with web analytics research
    Minyu Bian
    Analytics Manager at Telefonica
  • Ash Ali
    Accelerate are some  of the smartest and most talented web analysts I have worked with in the industry. They have their finger on the pulse for the latest developments and is quick to highlight how they can impact your web site.  
    Ash Ali
  • Ben Boughton-White
    We really appreciate the work you are doing for us and the impact you have made is noticeable
    Ben Boughton-White
    Dorwest Herbs Ltd
  • Nail Dickson | SEO Manager
    I hired Accelerate in December 2014 to audit Marie Curie's Google Analytics & Google Tag Manager implementations. They did everything in the brief and more' in an incredibly quick time with very short notice. They also provided pro bono support after project closure. I wouldn't hesitate to recommend them for GTM & GA implementations.
    Nail Dickson | SEO Manager
    Marie Curie's
  • Marcela Leon
    I wanted to thank you for all the work you did in setting ACRP up with GTM and Ecommerce tracking. Tracking has been amazing and I love seeing the data come through clean!
    Marcela Leon
    Association Of Clinical Research Professionals
  • Deeplaxmi Adke
    Accelerate are Google Tag Manager guru's. we worked with them on a complex implementation project for over 10 months and continued to be impressed by their  skills. They provide creative solutions and are not shy about making recommendations or improvements that They believes will add value. Their expertise in Analytics and Google Tag Manager definitely make them a great resource to work with.
    Deeplaxmi Adke
    Director, Digital Analytics at National Geographic Society
  • Jamie Middleton
    Accelerate have gone out of their way to share their knowledge of how to improve our Google presence with impressive demonstrable results in a very quick time
    Jamie Middleton
    TechSPARK

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National Geographic Google Analytics Case Study 

Needs No Introduction

Our job was to improve how the global National Geographic website functioned. The project had to be undertaken over a short time period, with few resources. Additionally the project was international and required the use of Google Tag Manager and Google Analytics within a global context. The result was the project’s successful implementation in record time!

The National Geographic Society is an educational organisation focusing on anthropology, history, culture and the sciences. As an organization with considerable, famed print and media presence, its website required considerable support to ensure that its functionality and the quality of its content matched the company’s other media outputs.

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The Task

The National Geographic website required a significant amount of work. The work required moving the website’s Analytics Tags from an older, heavily-patched inhouse system, to a newer, better functioning Google Tag Manager system. There were also six individual CMS systems that had to be compiled into one! The process had been put off due to its complexity. When this upgrade project started, the work had to be completed within a three-month timeframe and the website had to continue to functionality during the upgrade.

The Solution

The first stage of this project was to determine the Key Performance Indicators. These included building the website’s functionality and operation security, consolidating its Google Tag Manager, Google Analytics, and Google AdWords accounts, with the outcome being a website that could function despite the pressure of its role.

The first, largest task was to review overlaps and functionality difficulties present in the existing Google Tag Manager and Google Analytics accounts. This included reducing the presence of duplications, resulting from insufficient naming conventions, and reducing the required numbers of triggers and tags by at least a third. This was a task requiring brute force, and was followed up with trainings with staff, with the intention of eliminating future human errors that could cause difficulties on the website.

Another major task was unifying how the website operated. This required moving content from six CMS (content management systems) onto one, while the pages continued to function. This process was undertaken by placing limitations to page edits, which eliminated the numbers of page versions existing, while steps ensured that no incorrect pages were uploaded.

During the process, standard trial procedures including A/B testing and other methodologies were used to gauge and enhance the website’s CRO. Failsafes were installed to address any potential website malfunctions while the changes were being made, but thankfully these didn’t need to be used.

Ultimately, we met our client’s expectation, establishing a streamlined website within a three-month time period. Following this process, the staff were trained to use consolidated system, thus helping to eliminate problems related to human error. Both we and our clients were genuinely impressed by the speed with which we succeeded in upgrading the website into a fuller-operating format.

Result

The National Geographic project involved a significant amount of work undertaken over a short, three-month period of time, from a complicated old system to a simplified new system. The work involved an adjustment from inhouse tag management system, and adjusted to the Google Tag Manager. The enhanced system means that there are better remarketing, better reporting, and better revenue tracking. The greater amounts of data, results in better quality of advertising.

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Tipico.de Case Study

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Tipioc.de is Germany’s main popular online betting website, particularly in sports betting. The Germany-based is one part of a global operation that covers central Europe, Gibraltar, and Colombia. We worked with the website to establish baseline which could be used to more accurately determine the website’s success in attracting customers. Through this project we significantly streamlined the website’s maintenance.

Tipico.de

Tipico.de is the German national betting website, and is Europe’s most prominent betting websites. The business has been based in Malta, with prominent branches in Germany, Croatia, Gibraltar and Colombia. With a significant amount of operation, the Tipico.de page wanted to improve its conversion rate monitoring, and increase its search engine listings.

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The Task

The task here was to ensure that the website was more successful in conducting its business, and to ensure that it had good value for money. The company was operating multiple Google Analytics and Google Adwords accounts. This combined situation meant it was impossible to accurately determine a baseline for the number of website visitors who were registering with the system. They were also not able to determine where visitors had come from, and the degree of business success.

The Solution

After KPIs and objectives have been agreed on, we began working through a three-week process which ran from November 2016 to January 2017. The vast majority of this work involved clean-up work initiatives, consolidating how the website functioned. The ultimate goal here was to substantially increase the number of people registered with and using the website.

The first stage of the website’s evaluating involved evaluating the use of their Google Analytics account, which was previously a Google Analytics premium account, and the account was adapted to meet their business needs.

Our work involved centralising and consolidating 40 different Google Tag Manager accounts, which we successfully consolidated into one place. After we concluded this work, two days of training were conducted in order to present the beset approaches to using Tag Manager.

One concern was a need to maintain where the website traffic originated from. Previously it was determined that 50% of marketing channels are direct, but this is an unrealistic result which indicates that statistics collection is inaccurate. Therefore, we enhanced the site’s Google Analytics, which indicated in clearer terms how the website’s users utilized its content.

The Accelerate team also conducted trainings to ensure staff could monitor and alter the Google Analytics and Adwords functions according to needs. Support was also provided in using tools such as the Datastudio dashboards, used to visualize data, in order to demonstrate website effectiveness to management.

Result

The work undertaken on the website was completed within three months, in the required time period, completed to the required budget and timelines. By assisting the website to better determine the origins of customers, an estimated 75,000 USD was saved by the company. Additionally, as a result of our work had a baseline of customer access and therefore had a standing that it could improve.

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