The Challenge
A leading global tourism service provider came to e-CENS with the following challenges:
- Inconsistent tagging & tracking approach that led to an inefficient process
- Decentralized analytics support that led to the inability to enforce global standards and best practices
- Inconsistent tagging led to inaccurate reporting & inability to have an overview of data at a global level
The Solution
- Consistent tag implementation on all sites and platforms based on global variable map and discussions with business regional and business unit leads
- One common global view of all digital channel performance by market and division up to the CMO level
- Designed reporting framework for global and regional levels
- Standardized report delivery for all marketing teams
- Managed ongoing change management from internal stakeholders to deliver continuous improvement
Business Outcome
- Increased tag / variable map compliance from 45% to 95%
- 30% turnaround time improvement in tag deployments
- 50% turnaround time improvement in reporting requests
- 25% reduction in management bandwidth
