Bringing clarity to international analytics for IMSM

Facilitating accurate, reliable data for an ISO consultancy firm

Activity period: 2021

Challenge

Collecting data helps you uncover great insights – but if it’s inaccurate, it offers little value to your business. Our client IMSM had individual Google Analytics profiles for each market they operated in, all set up differently. Because of the discrepancies, the business couldn’t wholly trust its data – that’s where our data specialists came in.

14

GTM containers consolidated

5

ad and analytics platforms incorporated

Our approach

First, we audited all 14 existing containers to assess their features. Once we had a clear picture, we then needed to finalise the actions that should be kept, how they should fire for highest accuracy, and how to tie everything back together to ensure no data disruption was caused. From there, we designed the master container so that it would not only be easy to understand, but also future-proofed for when the client wanted to expand into new territories.

Results

IMSM now has a custom dashboard showing how goals are being met in Google Data Studio, with data filtered through from Funnel. IMSM is already using it to make key decisions about its marketing strategy, while we’re able to use the data internally to drive results in PPC campaigns with a real-time view of budget. Armed with a future-proofed approach to data, IMSM can continue scaling its business, with a true picture of how its digital marketing is performing and where the opportunities are internationally.

8

conversion actions and remarketing tags for each platform

Testimonials

“

Working with Launch Online was the best decision we have made. They are everything they promised to be. Could not ask for a better agency to work with – and the lead quality has gone through the roof!

OPHELIA ALEXANDER – MARKETING EXECUTIVE – IMSM

”