AccuWeather Unlocks Cross-Channel Impact Using Measurement Protocol in Google Analytics Premium
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- AccuWeather.com
- AccuWeather Mobile Apps
- AccuWeather Custom Email Services
Tech Stack
- Google Analytics Premium
- Measurement Protocol
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
Technology Category
- Analytics & Modeling - Real Time Analytics
- Analytics & Modeling - Data-as-a-Service
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
About The Customer
AccuWeather is the world’s largest weather media company, providing real-time weather news and information 24 hours per day. The company has a strong digital presence and provides its services to more than 1 billion people who rely on its services every day. AccuWeather operates globally and has its headquarters in State College, Pennsylvania. The company provides its services through its website, AccuWeather.com, various mobile apps, and custom email services. AccuWeather's customers interact with these different products and multiple campaign media, making it crucial for the company to have a robust solution that collects data from each touchpoint and facilitates a comprehensive analysis.
The Challenge
AccuWeather, the world’s largest weather media company, was facing a challenge in tracking the effectiveness of its various customer touchpoints. The company provides real-time weather information through its website, mobile apps, and custom email services. However, it was struggling to collect data from each of these touchpoints for a comprehensive analysis. The company wanted to evaluate how many of its weather forecast email alerts were being opened and attribute credit to campaigns that drove users to app store pages. Additionally, some users were interacting with AccuWeather’s content on devices that did not support JavaScript, requiring a different solution. The team wanted to collect this new data without compromising the company’s fast and simple user experience.
The Solution
To get a holistic view of its audience and collect accurate data, AccuWeather used Google Analytics Premium and its Measurement Protocol feature. This feature allows organizations to send data to Google Analytics Premium from any internet-connected device. Using the Measurement Protocol, AccuWeather was able to effectively collect information about how its audience engages through email, offline campaigns, and other devices. After collecting this data, it was able to analyze the complete picture using the Google Analytics Premium reporting interface. The integrated solution of Google Analytics Premium plus the Measurement Protocol allowed AccuWeather to track a variety of the company’s services simultaneously from one source. This solution enabled AccuWeather to measure how many users opened these emails and relate that data to other engagement metrics. It also allowed AccuWeather to collect information about user interactions with third-party app stores and send it to Google Analytics Premium. Finally, AccuWeather was able to capture traffic coming from mobile devices that don’t support (or have disabled) JavaScript, thereby gaining a more holistic understanding of its mobile audience.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Leading Tools Manufacturer Transforms Operations with IoT
Stanley Black & Decker required transparency of real-time overall equipment effectiveness and line productivity to reduce production line change over time.The goal was to to improve production to schedule, reduce actual labor costs and understanding the effects of shift changes and resource shifts from line to line.
Case Study
Jaguar Land Rover Speeds Order-to-Cash Cycle
At Jaguar Land Rover, vehicles physically move around the facility for testing, configuration setting, rework and rectification, leading to a longer search time to get each vehicle to its next process facility. The main goal is to minimize the vehicles' dwell time between end of line and the delivery chain which was previously a manually intensive process. Jaguar Land Rover's goal was to build on the success of an earlier RFID project and improve the efficiency of delivering vehicles to meet dealer orders.
Case Study
Improve Postal Mail and Package Delivery Company Efficiency and Service
Postal mail and package delivery company wanted to replace legacy yard management system, increase inbound and outbound yard velocity, improve priority parcel delivery time and accuracy, reduce workload and overtime, reduce driver detention and measure performance and utilization of yard resources.
Case Study
Hospital Management Solution
The Oncology Diagnosis and Treatment Center of Brasov wanted to give patients as much freedom to roam as possible, while at the same time ensuring optimal patient safety and security. The centre was in need of an adequate wireless voice communication and messaging solution that would give patients the confi dence that medical staff is always on call, and reduce stress levels of nurses and doctors when called in case of urgent need.
Case Study
Worker Tracking & Safety Monitoring in Construction
One of the main challenges facing the technology was to create a network within underground tunnels and another was to provide products that can withstand harsh working environment. The team used amplifiers to enhance bandwidth and Litum produced IP67-rated hardware that is durable for harsh working conditions.
Case Study
Samsonite Track&Go
Travellers spend their lives discovering new places and meeting new people from all around the world. It can be such a wonderful experience, but sometimes it can turn into a disaster when your luggage gets lost. In 2014 alone, more than 24 million pieces of baggage were lost. Fortunately, 95% of them were found and returned to their owners. However, that leaves more than 1 million items of baggage that have never been recovered.
