Southern Cross case study

Google Analytics Overhaul

When Amanda Stonex began her role as Digital Specialist at Southern Cross she saw updating Google Analytics as a key requirement to moving forwards with an aggressive conversion rate optimization programme, as well as optimising the organisation’s digital advertising spend.

Given the highly regulated market in which they operate in, Southern Cross also had a challenge in relation to how quickly they were able to deploy tracking code for their third party suppliers.

360 degree review

The first thing DataTribe did was listen. By talking to the various stakeholders, DataTribe was able to design a digital measurement plan that would allow Southern Cross to better understand the extent to which their strategies were working. The process also highlighted the complexity of the organisation and the multiple visitor types that needed segmentation.

DataTribe also recommended implementing Google Tag Manager as a way to overcome third party tracking code deployment challenges, as well as improving the speed at which the Google Analytics could be implemented.

Implementing the plan

With a measurement plan agreed, DataTribe set about working with Southern Cross’ developers to add Google Tag Manager to their web properties, and implement the tracking to deliver robust and accurate data. Dashboard were then built for the different stakeholders so that they could quickly review how they were tracking against objectives.

DataTribe also delivered a training programme for Southern Cross’ GA users and a technical, Google Tag Manager training programme for their developers.

Analysing the results

With a new Google Analytics setup, Southern Cross was able to start improving the content on their website, including their quote tool and then measure the improvements in relation to their objectives.

Custom dashboards also drastically reduced the amount of time users were spending extracting weekly and monthly reporting data from Google Analytics.

Google Tag Manager and internal training improved the deployment time of third party tracking code from several weeks to just a few hours.

Better decisions were made around advertising campaign optimisation, and conversion focus shifted from Cost Per Conversion and Last Click Attribution to Return on Investment and shared attribution models.