We tell you about the success story of Digital House where we developed measurement strategies, identified key performance indicators and found valuable insights.
Digital House is a Coding School in Argentina that aims to train professionals who “learn by doing”. A campus designed to teach courses on Web Programming, Mobile Development, UX Design, Digital Marketing, Data Science and Analytics. The teaching method includes intensive, face-to-face, five-month courses.
Digital House was launched at the end of 2015 with an enrollment of 60 students. Today, just two years after its launch, it already has two locations and over 1300 students. This growth was so exponential that their measurement strategy did not keep pace. They did not measure objectives in alignment with their business and marketing strategy. In addition, they were unable to identify which marketing channels were bringing in the most leads that became customers. Faced with this problem, they needed to integrate their CRM with Google Analytics.
From Known Online we worked in a fixed period of six weeks that included five key points in the strategy and implementation of Google Analytics: audit, implementation, report visualization, integrations and consulting.
1. Audit
The first step was to analyze the existing metrics in search of possible problems in the correct measurement, in order to align the strategy with the client’s business and marketing processes. Face-to-face meetings were held to learn more about existing workflows and issues in order to focus on what was important to the company today.
In the case of Digital House they were measuring objectives in a way that was not useful for the size and reach they currently had and, because they grew so much, the tagging strategy became disorganized and outdated. They had invested heavily in some marketing channels that were not being measured. In addition, they needed to find a way to understand what users were most interested in knowing about each of their training courses. They needed to solve all these problems with the following objectives:
- The marketing team needs to report information on marketing and sales performance.
- The sales and marketing team needs to accurately calculate the ROI of each marketing investment.
- The business intelligence team needs real information from your conversion data.
- The marketing team needs to understand user interests and motivation.
Implementation
Based on the audit, we used Google Tag Manager and Google Analytics to optimize the measurement of all the data that was relevant to the client. We were able to reconstruct the entire tagging strategy in order to organize the marketing channels, standardizing everything in a file that allows the team to generate UTMs easily, consistently and quickly.
Google Analytics Goals were too atomized, which made it difficult to interpret the results. Known Online organized its goals based on the commercial team’s guidelines, adding valuable information that allowed us to analyze the behavior of each type of potential customer.
In turn, Digital House’s website has a page for each of the courses they offer and they needed to know what information their users were most interested in knowing about each one. To understand this, we measured user activity in the FAQ section to find out which questions are the most consulted on each page.
3. Analysis and Reporting
Once the implementation stage was completed we worked to make the data easily readable and analyzable. Custom dashboards and alerts were generated through Google Analytics and Google Data Studio to capture all key data quickly and interactively. These dashboards are used to make strategic decisions that benefit the company.
4. Third Party Integrations
The integration with the CRM used by the business intelligence team was generated. This integration consisted of two ways: from Google Analytics, every time a user completes a form, information is sent about which marketing campaign brought the user to the website. In this way, within the CRM they can see which marketing channels are more likely to generate quality leads that end up becoming customers. On the other hand, information is sent from the CRM to Analytics every time a sale is made so that the marketing team can evaluate the campaigns and know how long it takes from the time a user fills out a form to the time it takes to complete the sale.
5. Consulting
In order to provide analytics advice and guidance our account executives and project manager held regular meetings to keep them abreast of updated measurement methods.
Results: How it impacted Digital House
The new implementation of metrics with Google Analytics allowed both Digital House’s sales and marketing teams to change the way they make investment decisions on their marketing campaigns because they are now able to segment their leads according to their business needs in an automated way thanks to the integration with the CRM.
With the new channel grouping they are able to correctly measure all their marketing efforts and the ROI of each channel. This led to decrease their investment in low ROI media and put more resources in the best performing channels. In addition, this new grouping is better suited to their business needs and allowed them to scale them to the new business units.
Finally, by measuring which FAQs were the most frequently asked questions in their FAQs, they were able to modify the presentation content to give potential customers the exact information they are looking for.
