Rail Europe enhances page load speed by 20%, eliminates inconsistencies and saves effort
Customer Company Size
Large Corporate
Region
- America
- Europe
Country
- United States
Product
- Google Tag Manager
Tech Stack
- Google Analytics
- AdWords
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Transportation
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Supply Chain Visibility
- Fleet Management
Services
- System Integration
- Software Design & Engineering Services
About The Customer
Rail Europe is the largest distributor of European rail products in North America. It combines maps, schedules and fares of over 50 train companies, making it a one-stop shop for travelers booking European rail travel. The company operates several B2C and B2B websites geared towards US, Canadian and Latin American markets. To serve the variety of languages, currencies and countries of its customers, up to 20 domains make up the portfolio. The company works with a wide range of marketing partners and technologies, each of which require their own set of tags. The company is headquartered in White Plains, NY.
The Challenge
Rail Europe, the largest distributor of European rail products in North America, operates several B2C and B2B websites catering to US, Canadian and Latin American markets. With up to 20 domains making up the portfolio, the company was struggling with managing tags across all these sites. The implementation and maintenance of these tags was a complex process due to the significant amount of custom data that needed to be exposed. Web developers were spending valuable time on redundant tagging tasks, diverting resources away from enhancing the functionality of the Rail Europe websites. As vendors and technology partners changed over time, tags that had already been deployed would often linger forgotten on sites, burdening page load times and potentially exposing proprietary performance data to third parties. The online marketing team depended entirely on available IT staff for all tag management needs, leading to delays in new tag implementation and lack of valuable insights.
The Solution
Rail Europe implemented Google Tag Manager to streamline the process of organizing the tags of the brand's many websites at once. Instead of hardcoding several vendor-specific tags to capture the same custom data on the same pages across the site, Rail Europe simply passed the required data once to Google Tag Manager via the dataLayer object. This made the data available for use in any third party tags, making it extremely easy to provide the same level of detailed information to all third party marketing platforms. Google Tag Manager's straightforward web interface facilitated the migration of all Google and non-Google measurement and marketing tags. The migration to a single interface provided the perfect opportunity to clean up the code base too. Unused tags were swiftly removed, so the Google Tag Manager container now holds 80 tags, 35 rules and 34 macros. Rail Europe also upgraded to the new Adwords remarketing tag supported by Google Tag Manager, allowing implementation of a wide range of remarketing campaigns that leverage the rich custom data the company now captures.
Operational Impact
Quantitative Benefit
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