Brief & Challenge
While making an organisation-wide pivot to travel insurance, Butter needed to rebuild their analytics setup to enable full-funnel tracking, while implementing server-side tracking for all digital campaigns.
Service/s
Sector
About the client
Travel insurance for every adventure, Butter provides users with a seamless (smooth like butter) travel insurance quote system that covers what’s most important to each individual.
Strategy + process
By first starting with a data stream and tracking audit, we were able to diagnose a tracking setup that didn’t provide the detail needed to manage conversion rate optimisation within their funnel.
Through implementing server-side tracking, we were able to capture first-party data sources across all digital campaigns, which fed increasingly rich data sources for optimisation within their media campaigns.
Results
Data stream audit + server-side tracking
Identified multiple tracking implementation issues. Implemented server-side tracking for first-party data storage. Setup a full-funnel tracking system to measure specific funnel steps. Visualised key metrics across all marketing channels within a customised dashboard.
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