After InsureandGo Implemented Google Tag Manager, Customer Insights Grew Threefold
Customer Company Size
Large Corporate
Region
- Europe
- America
Country
- United Kingdom
- Australia
- France
- Ireland
- United States
Product
- Google Tag Manager
- Google Analytics
Tech Stack
- Google Analytics auto-event tracking
- Google Analytics custom dimensions
- Google Analytics advanced segments
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Data Science Services
About The Customer
InsureandGo is the biggest travel insurance specialist in the UK. The business launched in 2000 to offer customers high-value travel insurance at low prices. The company started using Google Analytics several years ago to gain insight into site conversion rates, funnels, customer behavior, and page optimizations. The company also has operations in Australia, Ireland, France, and the US. The company's digital marketing team has been focusing on comprehending the full customer journey and understanding the decision-making process in each area of the business.
The Challenge
InsureandGo, the UK's largest travel insurance specialist, was looking to gain a holistic view of the customer journey and understand the consumer decision-making process. The company wanted to apply these insights to optimize their website. They had been using Google Analytics for several years to gain insight into site conversion rates, funnels, customer behavior, and page optimizations. However, they wanted to increase their emphasis on comprehending the full customer journey. They wanted to understand the decision-making process in each area of the business, see what the different conversion rates are, and decide which products to display and where.
The Solution
InsureandGo implemented Google Tag Manager, which required just one standard snippet of code to be added to each page of the website. Its simple user interface stores all tags in one place, so you never have to access the code again to add, manage or change tags. This takes the task of tagging off the IT team and puts it in the hands of marketing. The tool’s debugging console and preview mode make it quick and easy to check tags and minimize errors. They used Google Analytics auto-event tracking, custom dimensions, and advanced segments. They tested new approaches in real time. They used custom dimensions —linked into events—to see where policies are being sold. Another custom dimension enables them to see what travel destinations their customers are buying insurance for. Meanwhile, using advanced segments shows what devices consumers are using to visit the site, forming the basis for future optimizations.
Operational Impact
Quantitative Benefit
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