Robust Implementation & Governance Process

Consistent tag implementation on all sites and platforms based on global variable map and discussions with business regional and business unit leads.

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

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