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.

TransUnion, a global credit information company, was seeking to increase marketing efficiencies across its AdWords and DoubleClick campaigns. The company aimed to increase the number of conversions and test a variety of audience lists without increasing tagging complexity. TransUnion wanted to find more customers while reducing waste in search and display campaigns. Specifically, the company wanted to make marketing efforts as efficient as possible while driving higher conversion rates on AdWords and DoubleClick ads. As a Google Analytics 360 customer for over three years, it was natural for TransUnion and its agency, Digitas, to examine audience behavioral data from Analytics 360 to execute more effective remarketing.

Rasmussen College, a private, career-focused college with 24 campuses across six states and online, wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. They had created a tuition cost estimator for prospective students to use on their site, but there was no way to track engagement. This lack of knowledge regarding a prospective student’s use of the tuition estimator tool limited the ability of Rasmussen College to accurately position the value of an investment in a college education. They wanted to increase new student enrollment inquiries, determine price sensitivity across schools of study, and increase task completion for prospective students seeking tuition information.

Sellpoints, an expert in online selling, wanted to help one of its global clients make informed marketing decisions and drive performance improvements. The agency aimed to obtain a more accurate understanding of users’ paths to conversion. They realized that attributing all the credit for a sale to the final click along the conversion path doesn't provide a true reflection of reality. Conversion paths are complicated; a user may begin with a search using generic terms, see and click on a display ad, perform another search later using narrower branded keywords, click on a paid search ad and eventually convert after a wide variety of online actions. A last-click analysis ignores all of these actions except the final one.

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.

AccuWeather, a company that provides real-time weather news and information to more than a billion people worldwide, wanted to provide additional value to advertisers and boost ad revenue on its website. The team wanted to better understand the weather needs of visitors so that they could match them with more specific and relevant messages from ad partners. However, before linking their DoubleClick for Publishers (DFP) account with Google Analytics 360, AccuWeather couldn’t easily see the intersection of this data or how the behavior of various website visitors affected its revenue.

Amari Hotels, a member of the Onyx Hospitality Group, was seeking to gain a better understanding of how its different digital marketing channels interacted with each other to influence sales. The company was particularly interested in understanding how their email marketing campaigns influenced sales further down the line and how a visitor's interaction with their organic search results would affect their interaction with paid search ads in the future. The company was struggling to find answers to these questions, which were crucial for managing their digital channels effectively.

Gilt Groupe, a private shopping site based in New York City, aimed to capture more detailed information at the user level, obtain detailed data for every customer visit and touch point, connect website data to data warehouse, drive more qualified traffic to the website and improve ROI, and cross-reference user purchase behavior with demographic data. The company had implemented Google Analytics in 2011, replacing a previous solution. However, Gilt was subsequently attracted to Google Analytics Premium to access unsampled data and capture more detailed information at the user level in order to make decisions on statistically sound data. The company wanted to examine a wider variety of key metrics in order to gain a more holistic view of customers.

HomeAway, an online vacation rental marketplace, wanted to better understand the impact of paid search (both generic and brand) and display on conversion likelihood. Their goal was to drive site visits that convert to inquiries on the properties listed on their website. However, traditional Last Click models did not provide the full picture of the customer journey and the impact of different marketing channels. Therefore, they needed a more comprehensive approach to attribution modeling, which assigns credit to different consumer interactions that take place prior to a sale or lead.

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.

Klarna, one of the biggest providers in Europe of in-store credit and invoice-based payment solutions for the ecommerce sector, was facing a challenge with tracking customer interactions on their platform. The company's checkout solution was hosted on an iframe located on the merchant's domain, but the actual iframe contents were hosted on Klarna's own domain. This posed a problem as browsers such as Safari on iPhone and iPad, and later generation desktop browsers such as Internet Explorer 10 prevent third-party cookies by default. Many analytics solutions rely on the use of cookies, and Klarna was losing nearly all iPhone visits and many desktop visits due to this issue.

LaTienda, an award-winning, family-owned business supporting artisanal firms in Spain, was looking for opportunities to grow sales. They had been seeing great success with their online orders, but they wanted to understand the impact on sales of varying shipping rates for a subset of products. They knew that a key product category required more expensive shipping methods if it was too far from LaTienda’s Virginia warehouse. They grouped visitors into two regions: Region A visitors were close enough to the warehouse to always get reasonable shipping costs. Region B visitors were everywhere else, and had to use a more expensive shipping method for the key product category.

Ligne-en-ligne.com, a leader in the French diet and well-being market, relied heavily on its affiliates network to attract new members. However, the team identified a potentially threatening dependence as a large part of the subscriptions came from affiliates, accounting for the largest part of marketing expenses. The team wanted to understand the behavior of customers coming from affiliates, the primary sales driver, and how consumers who choose the highest value offers behave. They also aimed to diversify and optimize their digital marketing budget. To address these issues, they partnered with Keley Consulting, a Google Analytics Certified Partner, to analyze their traffic acquisition strategy.

A large telecommunications firm that uses digital advertising to increase brand awareness and drive sales sought to understand how display advertising, in combination with other channels, was helping to drive leads among small and medium-sized business customers. A heavy internet advertiser, the firm turned to Google Analytics Premium and MaassMedia to leverage advanced Data-Driven Attribution modeling. In taking this approach, it aimed to measure the impact of display touch points on lead generation and to make better decisions around budget allocation and optimization. The marketing division wanted to expand its reach into new customer bases. Display offered a significant new source of inventory, but it had traditionally been difficult to measure its impact on lead generation. Purely click-based metrics suggested that display was not providing enough return on ad spend. At the same time, view-through metrics did not take into account how display worked with other channels, such as paid search, affiliates and email. The team wanted an approach that would properly credit display touch points throughout the customer journey.

Nissan Motor Company, a global automotive company, wanted to gain a deeper understanding of their audience's product preferences to make informed decisions about serving demand in local markets. They own a network of websites worldwide that help consumers decide which Nissan vehicle they'd like to purchase. On these sites, visitors can explore products and services, download localized versions of promotional materials, and submit a reservation for a test drive. However, Nissan wanted to access much greater detail, such as users' preferences according to car type, model, and color, to measure more information about each inquiry within their Google Analytics reports and make better decisions about the allocation of inventory in local markets.

On the Beach, a leading UK travel agency, was looking to drive increased sales and grow their business online. They offer value for money flights and hotels to the world’s most popular beach holiday destinations, providing consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. In a highly competitive market, On the Beach wanted to ensure that its search campaign was optimised for return on investment. The company does not run any TV advertising, so generic (non-brand) search is crucial for introducing the brand to the buying public. However, the value of generic search can be difficult to measure when using a ‘last click wins’ attribution model.

Optimizely, a leading online A/B testing and experience optimization platform, was seeking a data-driven solution to provide rich user insights and to re-engage users. The company wanted to show customized messages based on a customer’s stage in the relationship with the brand, with the aim of advancing them to the next step in the customer journey. The challenge was to find a granular yet simple way to remarket to visitors at specific points in the sales funnel using a data-driven analytics platform that’s native to Google AdWords.

PBS, a private, nonprofit corporation, was facing a challenge in monitoring the web performance of all its properties. They had a selection of web analytics tools installed, but these proved difficult to maintain and use. PBS wanted to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions. They needed a cohesive system across the entire enterprise, and for this they turned to Google Analytics. In addition to top-level analysis of PBS.org and PBSKids.org, they also hoped to implement a solution that would allow producers of individual programs to see only the data on those pages and microsites that related to their own shows. This challenge proved more difficult than the standard implementation of Google Analytics, since giving a producer access to one show would not only allow them to see all other shows, but would also force them to dig through massive amounts of data in order to find their own.

Posadas, Mexico’s largest hotel chain, was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company was using Google Analytics to analyze its website’s efficiency in converting visitors into customers. However, Posadas wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its over 100 hotels. The company also wanted to enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction.

Rozetka, Ukraine’s leading online retailer, was looking to increase revenue per user and average order value. The company had a large customer database and a wide variety of products, which provided a significant amount of data that could be used for product recommendations based on users' behavior and transactions. However, Rozetka needed help with product bundling, merchandising, product recommendations, and email campaigns. The company aimed to monetize its customer database through repeat sales and improve its direct marketing efforts.

The San Francisco Museum of Modern Art (SFMOMA) was one of the first museums to launch an institutional website. Their primary goal was to develop rich, dynamic content that engages visitors and keeps them coming back to the website as well as the physical museum. SFMOMA’s website receives nearly four times the number of visits than the physical museum. Providing compelling digital content that visitors want was as critical as hosting popular exhibitions. SFMOMA had been using another web analytics tool, but suspected an issue with accuracy. They were unable to monitor the usage of key investments in the website - such as audio, video, and specialized content. Finally, e-commerce tracking had not been installed properly, and so they were not measuring revenue or product sales from the online store.

Shoes of Prey, an innovative bespoke shoe label and online retail store, was looking to forge online partnerships leading to sales opportunities. As a new start-up, the company relied heavily on positive buzz about their products, so staying up-to-date on what’s being written about Shoes of Prey across websites and blogs was crucial. The company needed a way to monitor their website’s traffic and identify which blogs were sending the most valuable converting traffic to their website. They also faced the challenge of accurately tracking their conversion funnel due to their use of PayPal for payment processing.

Swissôtel Hotels & Resorts, a group of deluxe hotels in 26 cities worldwide, was facing challenges in understanding the performance of its digital marketing spend and monitoring user behaviors to tailor advertising for maximum appeal. The hospitality sector is highly competitive in search marketing, making it crucial for Swissôtel to track where its digital marketing spend is going and whether it's effective. Additionally, the ability to monitor who is spending money with the company is a significant benefit to investing wisely and generating future income. Swissôtel was running Google AdWords campaigns in Australia, the US, and the UK for one of its Singapore properties. The goal of the campaign was to drive sales by getting prospective customers to click on their AdWords ads and then make a purchase on their site.

Technologia, a leading business training firm in Montreal, had been successful with paid search marketing for years. However, they wanted to understand the influence of cost-per-click advertising on conversions, not just at the moment of sale, but in the days and weeks beforehand. They knew that potential customers did detailed research and made multiple visits to their website before buying. The challenge was to understand what influenced these customers along the way. They suspected that organic search and paid advertising were having just as much to do with sales as the strength of the Technologia brand.

TechSmith, a software company based in Okemos, Michigan, develops a variety of applications designed to narrow communication gaps through images, videos, online hosting, and remote usability testing. Online advertising is a key lead source for them, and they have used Google’s advertising tools over the years. TechSmith understood the importance of display advertising and its broad reach allowed them to find new customers who were previously unfamiliar with their products. However, they felt they were underestimating the impact of display using a Last Interaction Attribution model. TechSmith wanted a way to quantify Display’s effectiveness throughout the conversion funnel.

TiVo Inc., a global leader in the advanced television entertainment market, wanted to supplement its existing log-based tracking solution with an analytics tool better suited to its needs and budget. The existing solution required heavy customizations and significant development knowledge, and also kept data somewhat sheltered from teams that needed to see it most. TiVo’s app for smartphones and tablets allows customers to browse and schedule recordings and download or stream live or recorded shows to their mobile device, anywhere, for on-the-go viewing. The company wanted to measure user behavior inside the mobile app, see app usage patterns by category, and understand what content is consumed and how.

Twiddy & Company, a family-owned vacation rental company, was facing a challenge in keeping visitors on their page for as long as possible. They wanted to communicate to their guests that they were competing with other visitors for the rental homes. If visitors waited too long to book, they might not get their first-choice rental. The company was also facing a challenge with their business model. The transparency of supply through the website put all the leverage into the guests’ hands. The closer they got to the time of occupancy, the more the guests could negotiate. This was leading to Twiddy’s owners sacrificing revenue by not always filling rentals.

Westwing, a leading international ecommerce company for home and living products, was facing a challenge in understanding cross-device usage patterns and purchasing paths of its customers. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Westwing recognized the need to develop a clear understanding of cross-device usage habits in order to create effective marketing plans. The company began using Google Analytics when the business launched and upgraded to Google Analytics Premium in collaboration with Google Analytics Premium reseller Trakken in 2012, which enabled them to improve accuracy with unsampled data and increase speed with the freshest data possible.

Wiggle, the UK’s number one online cycle shop and the country’s fifth most popular online sports shop, was facing challenges in aggregating data from multiple sources and gaining meaningful insights into campaign performance. The company wanted to continually convert website visitors into customers to maintain and increase their competitive advantage. Promotions were a top influencer in obtaining conversions, so Wiggle’s website content manager Naveed Nasir turned to Google Analytics Premium for support in refining measurement for this critical area of online revenue generation. His goals were to measure campaign performance, analyze e-commerce data from the campaigns and optimize the campaigns’ aesthetics – all with maximum efficiency.

Marketo, a leading marketing automation software company, needed a platform that could combine external data with user site behavior, allowing it to increase the relevance of its marketing. The company's main objectives were to reengage potential customers at each stage of the funnel, first educating them on its products and later encouraging them to complete a lead form. To achieve these goals while getting full visibility across all its channels and programs, Marketo turned to Google Analytics. The challenge was to improve customer engagement and generate more conversions by tying data obtained from Marketo’s Real-Time Personalization product to an online remarketing campaign.