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National Geographic - Google Analytics Case Study

national-geographic-analytics-implementation

National Geographic asked us to migrate an in-house Tag Manager to Google Tag Manager and Google Analytics. We only had three months to complete this task!

Additionally, this project was for the global site. Despite the complexity of the task, the project was successfully completed in record time!

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We start every project by working with you to help determine what success metrics align with your goals.? By understanding what is important to your business, we can help you measure these metrics through custom dashboards and tracking, so you know exactly how your business is performing. We pride ourselves on being a Google Analytics Lead Digital Agency.

Google Analytics Health Check

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Common Mistakes Encountered

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Optimisation and Personalisation

As a Google Analytics agency, we put in place measures to gather the data needed to generate insights on your site. We then use the data to devise a plan of action that will boost your profits.

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Our long term goal for every client is to empower you with the skills to run your site independently. We can help improve the skills of your digital marketing team through training sessions led by our experts.

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We'll provide capacity training to help you get the most out of Google Analytics - a tool for monitoring conversion rates and determining what customers are doing on your site. Through our in-depth training, your team will learn the dark arts of one of the most important SEO tools ever developed.

Google Tag Manager Training
Tag Manager is an incredibly useful tool that can help you improve a website UX and increase revenue. However, if incorrectly used, the system can cause significant problems to a website. Through our training, we can help you master GTM.

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Understanding how to rank on Google, Bing, and other search engines will help you unlock the growth potential of your business. Through our SEO training sessions, we provide you with a strategy you can follow that will get you ranking in the SERPs.

Data Studio Training
DataStudio can help you turn the reams of website data you gather into easy to digest and interpret graphs and charts. We'll demonstrate how to use DataStudio so your marketing team can make more informed sales and marketing decisions.

Reviews

  • Vinnie Morgan
    We hired Accelerate Agency in 2016 to improve our SEO. Through link building, technical SEO and onsite SEO, they helped us achieve a 140% increase in traffic and improved quality of inbound leads . Thoroughly recommended.
    Vinnie Morgan
    BookingLive
  • 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

Complex Analytics Upgrade

Overview

The National Geographic Society is an educational organisation focusing on anthropology, history, culture, and the sciences. The company runs one of the most popular sites in the world and has millions of monthly visitors.

The digital marketing team at the National Geographic website needed to upgrade an old, heavily patched in-house GTM system. They needed to upgrade the system because they were struggling to understand what visitors to the site were doing. This limited revenue potential from the site.

The Task

The National Geographic website required a significant amount of work. The various sites used an old, heavily-patched inhouse system. They wanted to transfer to a newer, better functioning Google Tag Manager. More than 500 tags would need to be transferred.

There were also six individual CMS systems that had to be compiled into one! The process had faced delays due to its complexity. This meant the task needed to be completed within just three-months.

The Solution

The goal was to create a website that could function and provide the business insights the digital marketing team needed. Accelerate first reviewed overlaps and functionality issues present in the existing Google Tag Manager and Google Analytics accounts. We eliminated duplications, resulting from badly organised naming conventions, and reduced the numbers of triggers and tags by more than a third.

Another major task was improving the website management.? We needed to move content from six CMS onto one while keeping the site accessible to users. During the transfer, page edits were limited. This ensured no information was lost. Standard trial procedures, including A/B testing and other methodologies were then used to improve CRO.

To guarantee against problems, failsafes were installed. Thankfully these didn’t need to be used. Finally, staff training sessions were held for key personnel so they understood how to use the new consolidated system. This was all done within just three months.

Result

As a result of this work, National Geographic had improved oversight on what was happening across the website. The enhanced system means that the digital marketing team could run remarketing campaigns, there was better revenue tracking, and reports could be created faster than before. As a direct outcome, National Geographic managed to increase site revenue and identify and resolve UX issues faster.

Tipico.de Case Study

Overview

Tipico.de is a German website, and one of the most popular and profitable betting websites in Europe. The business is based in Malta, with prominent branches in Germany, Croatia, Gibraltar, and Colombia. With a significant amount of operation, the company wanted to improve conversion rate monitoring and increase search engine rankings for Tipico.de.

The Task

The company was operating multiple Google Analytics and Google Adwords accounts. This situation meant it was impossible to accurately determine a baseline for the number of people who were registering with the system from the website. They were also unable to determine where visitors had come from, and what the conversion rate was from each channel.

The Solution

After KPIs and objectives were agreed on, Accelerate began a three-month contract with Tipico. The majority of the work involved clean-up initiatives and consolidating how the website functioned. The ultimate goal was to substantially increase the number of people registering through and using the website.

The first stage of the evaluation involved reviewing their Google Analytics account, which was previously a Google Analytics premium account. The account was adapted to meet their business needs. We then centralised and consolidated 40 different Google Tag Manager accounts into one place.

One concern was a need to identify where website traffic originated. Tipico believed that 50% of traffic was direct, but this figure was the result f inaccurate data collection. Therefore, we enhanced the site’s Google Analytics, which indicated in clearer terms how people got to the site and engaged with the content.

The Accelerate team also conducted training sessions to ensure staff could monitor and alter the Google Analytics and Adwords functions according to their needs. We offered support in using tools such as the Datastudio dashboards to visualize data, to demonstrate how the site was operating to their management.

Result

The work was completed within three months, in the required timeline and within budget. By helping the company determine where their customers were coming from, Tipico immediately saved an estimated USD 75,000. Further savings and revenue increases resulted from having a clearer overview of what were the most effective marketing channels for the company.

 

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