CASE STUDIES
WEB ANALYTICS IMPLEMENTATION
PROBLEM
The client was lacking a web analytics structure, leaving them without visibility into their current website traffic or the ability to identify which channels were producing the most qualified leads.
To provide a comprehensive solution, Data Disciples needed to create a web analytics structure from the ground up. This included establishing a lead-scoring environment that would work in harmony with their analytics tools.
Additionally, all of the client's paid media conversions had to be mapped properly to Hubspot in order to accurately track the performance of their campaigns.
Data Disciples was also tasked with providing the client with detailed reports to show their website traffic, identify the channels that were generating the most qualified leads, and track the performance of their paid media campaigns. This would allow for a clear understanding of their digital marketing efforts, enabling the client to make informed decisions to better optimize their campaigns for improved results.
SOLUTION
Data Disciples worked with the client to plan and launch a comprehensive web analytics implementation. This included multiple web analytics tools such as Google Analytics 4, Segment, and Amplitude. Each of these tools was carefully selected to meet the client's specific needs and provide the visibility they needed in their website traffic.
Google Analytics 4 was set up in order to track and analyze the client's website traffic, providing to the client the insights needed to optimize the website for improved performance.
Data Disciples used Segment to extract data from multiple sources and pipe the data to Amplitude Analytics for analysis. Warehousing the data into one location provided the team with a more holistic view of the client's digital marketing efforts.
Finally, Amplitude was used to track user behavior in order to gain deeper insights into user engagement and conversion.
Data Disciples also implemented Hubspot ID tracking in order to gain a precise view into user interaction. This allowed the client to track the behavior of individual users across their entire digital marketing ecosystem. This gave the client an in-depth understanding of user behavior, enabling them to make data-driven decisions to better optimize their campaigns for improved results.
In addition, Data Disciples worked with the client to establish a lead-scoring environment that would marry up to their analytics tools, helping the client identify which channels were producing the most qualified leads. The lead scoring system was then married to the user data provided by Hubspot ID tracking, allowing the client to gain a more complete view of the performance of their digital marketing efforts.
RESULTS
Once the web analytics implementation was complete, Data Disciples provided the client with detailed reports to show their website traffic, identify the channels that were generating the most qualified leads, and track the performance of their paid media campaigns. This enabled the client to make informed decisions and better optimize their campaigns for improved results.
The implementation of Hubspot ID tracking also proved to be invaluable, as it allowed the client to track the behavior of individual users across their entire digital marketing ecosystem. This gave the client an in-depth understanding of user behavior and enabled them to make data-driven decisions to better optimize their campaigns for improved results.
The results were impressive, with a 27% decrease in lead acquisition cost and a 15% increase in channel ROI. In addition, the amount of "acquisition unknown" was decreased to less than 8%. These results demonstrated the effectiveness of Data Disciples' web analytics implementation and the success of the client's digital marketing efforts.
27
%
DECREASE