Customised google analyticsAn integrated view of a multichannel marketing campaign
Part of the MIB (Motor Insurance Bureau) stayinsured.com was created as a microsite to generate awareness of motor insurance in specific geographical locations across the UK. House of Kaizen customised Google Analytics for the microsite to support an integrated view of a multichannel marketing campaign, providing accurate site interaction metrics.
Stayinsured.com was running multiple online marketing activities targeting specific locations around the UK, each with its own landing page.
The site was attracting a high volume of visitors, but MIB wanted specific data on which visitors were interacting with which content - and for how long. They wanted to optimise their site usage analysis. Measuring the contribution of each marketing activity in each geo-segment towards site interaction and consumption of content - including video and key hub pages.
House of Kaizen (HOK) created a custom implementation of Google Analytics to provide MIB with in-depth understanding of their site data. This included the creation of custom dashboards reflecting KPIs, demonstrating how the microsite was being used, what was effective, what wasn’t working and where to channel resources.
How we did it: configuration according to KPIs
Segmentation - evaluating key areas of the site
HOK created custom segments based on traffic source and user interaction with the site. Allowing MIB to:
- Track users who interacted with the
relevant landing pages by
- Track users who viewed the
"stay insured" video.
Goals and events - Identifying site conversion points
Detailed site data allowed MIB to create site usage goals relating to time spent on the site, interaction with key content, and data requests. Such as:
- Users reading content
- Users completing searches
- Users interacting with
Traffic sources - evaluating post click channels
HOK created campaign codes specific to each marketing campaign and landing page. This allowed MIB to:
- Integrate tracking of online
marketing activity to publisher
and placement level
- Track outbound links to identify
external areas of interest within
House of Kaizen’s configuration of stayinsured.com’s Google Analytics gave MIB an unprecedented understanding of their site usage. Allowing both client managers and agency teams to:
Obtain a unified Google Analytics dashboard of all traffic sources
- Segmenting their marketing-driven user base
- Measuring site goal completions
- Measuring visitor interaction with specific content
- Measuring site’s role as a referral to MIB’s main site
Optimise media, integrating Google Analytics with campaign tracking
- Optimising towards best performing sites
- Optimising towards best placement and ad units
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