Case Study: External Data Integration & Mapping with Google Analytics Data

Joining the dots may not be as easy as you wish, but there are ways and it’s becoming easier with today’s technology. If your business has a need to overlay data to get a better understanding of what’s really happening in your business and with your marketing, then this case study may just help.
greenstone financial services logo

Client: Greenstone Financial Services
Date: November 2016
Challenge: Matching offline and online data to track conversions
Website: http://www.realinsurance.com.au

The Background

Real Insurance, a proprietary brand of Greenstone, is a general insurer which provides life insurance products. Their sales model varies slightly, in that Real Insurance does not provide quotes or facilitate sales online. Instead a Request a Callback approach is taken. A lead is generated, and the customer has the option to receive a call back or call Real Insurance directly. This sales approach assists the business in getting a better understanding of the customer’s needs and selecting the most appropriate policy.

The Challenge

The challenge for the Real Insurance marketing team was in tracking and demonstrating the effectiveness of their advertising against an offline policy conversion process. As it stood the team could only track and report on leads generated, not which advertising channel or creative led to the conversion.
Real Insurance approached Panalysis who had helped with similar challenges faced by sister brands within the Greenstone Group. The challenge was to identify and implement a solution to track, measure and attribute their marketing activities to sales conversions managed offline.

The Solution 

Panalysis recommended using the Google Analytics 360 Suite (formerly Google Premium). Why Google Analytics 360?  Although the approach of integrating offline data from their call centre, with online web and campaign data is possible within the standard Google Analytics platform, the limits for setting up custom data fields and real-time data sharing was not sufficient for Real Insurance’s needs.

The Real Insurance marketing team needed to link an advertising channel to a lead conversion, to a sales conversion. This required web data to be shared with the sales system, and then back again in real time.

Greenstone purchased Google Analytics 360, and Panalysis set to work.  The end result data flow looked something like this:

The Results

Real Insurance now has visibility over the entire end-to-end customer journey, and can more accurately attribute marketing activity to conversions – not just ad spend and click through rates.If you have a similar challenge, contact us. We have the experience and capability to make a difference.

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