Glocal content strategy.
Managing the European social communications of one of the largest cruise companies in the world
Advanced Tracking on a Global Scale.-Making the most of data from a huge digital ecosystem.
Wall Street English
After a rapid expansion of its websites and App to cover all the countries in which it had a presence, Wall Street English approached us to track and analyse all its data.
The world’s English language school.
Wall Street English (WSE) has been teaching English to people all over the world since 1972. Through a proprietary learning model based on personalised curricula, a blended system (face-to-face and online) and the full use of technology, they achieve total immersion with the language.
WSE extended its network of schools to almost 30 countries, which made it essential to have a specific website for each country, since the sites are the main means of attracting new students. However, as the expansion occurred rapidly, analytics took a backseat in priority. This is when Good Rebels came in.
Implementing data analytics across all their platforms.
Our primary mission was to conduct advanced tracking to maximize the potential of various websites and one of WSE’s most significant assets – the student platform. The platform, available as a web and app version, serves as the central hub for WSE’s students, allowing them to complete exercises, participate in online classes, and monitor their progress. It was essential to optimize tracking for the platform to ensure its effectiveness and usefulness to the students.
WSE expressed their needs and objectives very clearly. The English school required the implementation of Universal Analytics, which had already been initiated but was outdated and incomplete. Additionally, they needed to migrate all tracking to GA4, establish tag tracking from various tools and platforms, integrate all data with the information collected within the Hubspot CRM, and ultimately transform all these requirements into a template that could be easily applied to any of their websites across the different markets where they operate.
WSE needed to be able to analyse what was happening in their current web ecosystem and, at the same time, to be sure that the tracking would accompany them as new websites emerged.
Establishing the roadmap.
Once the objectives had been set, we established the key phases of the project to ensure they were met. The first step was reviewing the current situation by conducting an audit of the tracking that had been done so far. This allowed us to assess the level of use and status of all tools involved in the project, and to make any necessary changes that would result in quick wins for WSE.
Next, we defined the strategy by creating a measurement plan that outlined what, how, when, and where we would measure. This plan served as the basis of our measurement strategy and detailed the KPIs to monitor, the audiences to be collected, and all interactions to be measured. Additionally, we created a labelling guide that explained how measurements would be carried out and constituted a living document that was updated as the implementations were carried out.
Finally, we began tracking implementation, starting with regular weekly meetings with the WSE team to keep track of the project’s progress. These meetings not only allowed us to monitor progress but also helped us to understand the WSE team’s vision, incorporate it into the strategy, and answer any doubts or questions that arose throughout the process.
Tracking the public area.
Given the magnitude of WSE’s digital ecosystem, it was decided to separate the measurement of the two assets: the public area and the e-learning platform.
In the public area, we wanted to quickly have a template that would allow us to track the different territorial websites and measure both the public websites already available and those that were under construction, something urgent for WSE to improve its entire network for capturing leads.
We used Google Tag Manager to more efficiently, and configured all the tags, variables and triggers corresponding to the interactions we wanted to measure, so that they could be easily exported to other GTM containers.
Finally, we prepared instructions that would serve to detail the whole process and avoid any type of error or incident.
We used Google Tag Manager to implement tracking in a faster, more efficient, centralised, reliable and scalable way, which reduced risks and facilitated any future changes or implementation.
Product analytics for the e-learning platform.
Once the tracking of the territorial websites was ready, it was time to implement all the measurements of the student platform. This was a particularly complex challenge because it involved carrying out joint tracking for the app and the web, both environments being very similar to each other, but with major differences that made it necessary to place special emphasis on making the tracking compatible for both platforms and allowing all the interactions proposed during the definition of the strategy to be measured at the same time.
In the web environment, we again used Google Tag Manager. However, for the different mobile applications, we did it through Firebase, a platform that is both the development point of the app within WSE and the main tool for any analytical implementation in this environment. Coordination with the app team was also crucial, as they had all the first-hand information on the specifics and issues that may arise.
Checking data quality.
With the tracking published and after collecting the first data, we conducted a full technical review to validate the information collected.
We verified that the data had been collected optimally in Google Analytics and analysed the tools involved to check that the information they collected was as specified. This ensured that the implementation was 100% reliable and compliant with WSE requirements.
Harvesting the results.
Through this project, all the objectives that the WSE team had set at the beginning were achieved, which in turn led to the following results:
- Overview of digital assets: i.e. those that can actually be useful.
- Optimisation of channels: thanks to analytics, WSE can easily monitor traffic and where it comes from, thus being able to know which are the best channels and make them profitable, and which channels should be optimised.
- Detailed information about users: tracking provides a profile of the site’s audience with fundamental information such as age, gender, location, type of device or interests and preferences.
- Improved user experience: profiles and the ability to see the route they have taken in each session allows the site to be adapted to the needs of users, which also has an impact on conversion.
- Integration of data analytics: after implementation, we have achieved a 360-degree view of everything that happens within WSE’s digital ecosystem.
- Increased conversion: we can detect friction points faced by users, as well as new opportunities to increase the conversion rate.
Having detailed information about users is extremely useful to focus your communication efforts on those segments of greatest interest in terms of conversion.
So, what’s next?
The Wall Street English project does not end with the implementation of tracking. In fact, it is the starting point for other actions.
First, we have taken advantage of the template to extend tracking to other territorial websites. The tracking also laid the foundations to measure what was happening on the different websites in each country and to start tracking the different interactions and conversions that take place on the main social networks.
In addition to extending tracking, we have also focused on optimizing the user experience on the WSE website, using platforms like Clarity and Google that allow us to do A/B tests and heat maps.
And lastly, to centralize all the data, we used Google Analytics 4 and created reports with different forms of presentation according to the client’s needs. On the other hand, with Power BI we produced more advanced dashboards with the highest level of customisation.
All of this allows a 360º view of the entire WSE digital ecosystem and leads to better business decision-making.
Through this project, we have gained a comprehensive understanding of the users’ behaviors and patterns of engagement with the tools provided by WSE. With this knowledge, we were able to optimize these key assets for the brand to enhance their effectiveness and drive greater value for the customers.
