Cancer.org Donations Rise 5.4% With Help From Google Analytics
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- Google Analytics
Tech Stack
- Google Display Network
- Custom Dimensions in Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Healthcare & Hospitals
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
The American Cancer Society is a global organization that has been working for over 100 years to find a cure for cancer and to help patients fight back, get well, and stay well. The Society uses a number of websites and mobile apps to provide information on cancer detection and treatment, offer volunteer opportunities, and accept donations. The Society's digital platforms are visited by users with different needs and goals, including people seeking information about cancer, people wanting to participate in fundraising events, and people wanting to donate to the fight against cancer.
The Challenge
The American Cancer Society, a century-old organization dedicated to fighting cancer, was facing a challenge in understanding how users interacted with their various websites and mobile apps. They were aware that their digital platforms were being visited by users with different needs and goals, but it was difficult for their digital marketing team to isolate these customer segments and assist them in achieving their goals. Additionally, the Society wanted to address concerns with the Google Analytics implementation on its sites, monitor how its users changed behavior over time, and remarket to all segments once they were identified. To tackle these challenges, the Society turned to Search Discovery, a digital analytics and marketing company.
The Solution
The Society and Search Discovery began by using Google Analytics to capture data that would help them identify user segments. They identified three main personas: Info seekers, Event participants, and Donors. They then used Custom Dimensions in Google Analytics to capture the vital signs of conversion success for each segment. Search Discovery began mapping events that showed when each user was successful or unsuccessful at meeting a goal. Custom metrics were used to record a score for each event. This scoring method helped the Society marketing team monitor the overall health of the site for each user segment and follow trends over time. It also let the team dig deeper into the data when abnormalities arose. More importantly, the Society could now use the Google Display Network to remarket to its users based on any combination of those segments and scores.
Operational Impact
Quantitative Benefit
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