Google Analytics Implementation Case Study - RDG-One & Invest in Holland

RDG is a web design agency and a leader in marketing places for travel, tourism, and economic development focused on identifying and harnessing emerging technologies. Ian is RDG’s founder and creative director, a hands-on professional who strives to uncover and remove pain-points with technology solutions.

After being referred to MashMetrics by another internet titan, Cindy T Consulting, RDG tested out MashMetrics on Invest in Holland. RDG needed an analytics vendor that could deliver results, move quickly and be a trusted partner.

The Problem: Not Enough Data Tracked & Not Actionable

Accurate

• Low trust in the limited data that was being tracked
• Lack of solid data quality standards for multi-channel measurement and analyses

Actionable

• Need for an understanding of the predefined set of the most important metrics needed in the travel and tourism space including video performance, social media response, paid search conversions, opt-in form and landing page optimization and more.
• Need for client data that the agency can act on and make continuous improvements in.

Accessible

• Challenge to get quality Google Analytics metrics that synced with AdWords, Facebook, and CallRail.
• Assuring that the end client becomes as data-driven as the agency, via 1:1 training time and materials.
• Easy-to-use reporting templates to share with his clients including their most important metrics from several data sources (HINT HINT … outside of the Google Analytics Interface!).

‍

David and MashMetrics are our friends in data.

When our agency is in need of absolute answers to make critical decisions or judge the efficacy of a campaign, David’s team is our first stop.

David’s leadership, knowledge and service are second-to-none, period.

Ian Richer
Founder, Creative Director at RDG

‍

Our Analytics Implementation Solution

Define

The MashMetrics 40-pt audit was provided to baseline and determine the accuracy of Invest in Holland’s existing Google Analytics installation. The results of our audit highlighted areas that could use attention and uncovered some holes and gaps with respect to GA best practices. This helps us determine what is needed to build out a full measurement plan.

Setup

MashMetrics proprietary framework for Google Tag Manager and Google Analytics was utilized with an extensive set of custom events and goals.

Invest in Holland’s customized analytics implementation enabled RDG to go beyond page views. It enabled to see what users were actually doing on site.

Collecting actionable, accurate, and trusted data like YouTube performance, downloadable files, and off-site clicks provided RDG with a new and improved perspective over their clients website performance.

Analyze

In order to understand how to use the data, MashMetrics conducted best practices training which included KPI measurement against business objectives. Campaign tagging and data collection training was also provided, making sure Invest in Holland had an easy understanding of the measurement framework. RDG could quickly identify the data to concentrate on and relate it to specific marketing activities.

Report

MashMetrics walkthrough support, focus time and monitoring helped RDG maintain and ensure their client had the support ongoing to address specific questions, update marketing tags, produce reports, custom dashboards, and provide assistance.

Results From Our Web Analytics Audit & Implementation

While there are plenty of folks that “do analytics”, MashMetrics didn’t look at it as another hourly gig – we didn’t need to. MashMetrics had a full solution ready that not only over-delivered on “setting up their analytics” but provided Ian and RDG with a turnkey quick start analytics service for his “new to the web” clients.

Our framework and training provided just the combination Ian needed to guide and educate his new data clients through multiple steps that would normally take months of labor and love. MashMetrics’ predefined set of events and goals, solid data quality standards, 1:1 training, and easy reporting templates made it possible.

MashMetrics was able to work on a tight deadline and deliver value to Invest in Holland, City of Columbus, Denver, and several other RDG clients who thus increased their data adoption. Ian found a resource partner in MashMetrics that removed pain points in delivering clients analytics and data services. He’s found a reliable partner in us and has been able to scale his clients.

MashMetrics provided the agency with:

• Accurate and actionable data
• Reliable deployment process
• Multi-channel measurement & analyses
• Analytics training