欧洲铁路公司将页面加载速度提高了 20%，消除了不一致并节省了精力
公司规模
Large Corporate
地区
- America
- Europe
国家
- United States
产品
- Google Tag Manager
技术栈
- Google Analytics
- AdWords
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 运输
适用功能
- 销售与市场营销
- 商业运营
用例
- 供应链可见性(SCV)
- 车队管理
服务
- 系统集成
- 软件设计与工程服务
关于客户
Rail Europe 是北美最大的欧洲铁路产品分销商。它整合了 50 多家火车公司的地图、时刻表和票价，为预订欧洲铁路旅行的旅客提供一站式服务。该公司运营多个面向美国、加拿大和拉丁美洲市场的 B2C 和 B2B 网站。为了满足客户的各种语言、货币和国家/地区的需求，该公司拥有多达 20 个域名。该公司与众多营销合作伙伴和技术合作，每个合作伙伴和技术都需要一套自己的标签。该公司总部位于纽约州怀特普莱恩斯。
挑战
Rail Europe 是北美最大的欧洲铁路产品分销商，运营着多个面向美国、加拿大和拉丁美洲市场的 B2C 和 B2B 网站。该公司拥有多达 20 个域名，在管理所有这些网站上的标签时遇到了困难。由于需要公开大量自定义数据，因此这些标签的实施和维护是一个复杂的过程。Web 开发人员将宝贵的时间花在了重复的标记任务上，而没有将资源用于增强 Rail Europe 网站的功能。随着供应商和技术合作伙伴的不断变化，已经部署的标签经常会被遗忘在网站上，从而增加页面加载时间，并可能将专有性能数据暴露给第三方。在线营销团队完全依赖可用的 IT 人员来满足所有标签管理需求，导致新标签实施延迟，并且缺乏有价值的见解。
解决方案
Rail Europe 实施了 Google Tag Manager，以简化同时组织品牌众多网站标签的过程。Rail Europe 无需对多个供应商特定的标签进行硬编码，以捕获网站同一页面上的相同自定义数据，只需通过 dataLayer 对象将所需数据一次性传递给 Google Tag Manager。这使得数据可用于任何第三方标签，从而非常轻松地向所有第三方营销平台提供相同级别的详细信息。Google Tag Manager 的直观网络界面促进了所有 Google 和非 Google 测量和营销标签的迁移。迁移到单一界面也为清理代码库提供了绝佳的机会。未使用的标签被迅速删除，因此 Google Tag Manager 容器现在包含 80 个标签、35 条规则和 34 个宏。Rail Europe 还升级到 Google Tag Manager 支持的新 Adwords 再营销标签，允许实施各种再营销活动，利用公司现在捕获的丰富自定义数据。
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