Great Big Case Study
NSM Insurance

"They were nothing short of phenomenal. The growth that we’ve experienced year over year since their work was implemented has been directly related to what they did."

Company Overview

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Insurance Brand A Business Metrics

Total Quotes

May 2019 vs May 2020: ⬆19%

June 2019 vs June 2020: ⬆23%

July 2019 vs July 2020: ⬆31%

Total Binds

May 2019 vs May 2020: ⬆18%

June 2019 vs June 2020: ⬆22%

July 2019 vs July 2020: ⬆32%

Increase in Calls

May 2019 vs May 2020: ⬆35%

June 2019 vs June 2020: ⬆42%

July 2019 vs July 2020: ⬆47%

Analytics Implementation

“It was in complete disarray… they set it up flawlessly.”

What They Had

A faulty and limited understanding of data and analytics, with no clear knowledge of how well the site was converting its goals and generating leads.  A faulty implementation of Google Analytics meant their data wasn’t accurate anyway.

What They Wanted

An accurate, clear representation of how sites were being used - where users were coming from, what they were doing, and what leads were being converted.

What They Got

Fixed and updated website tags to accurately gather site activity; cleaned up Google Analytics integration to ensure accurate reporting, and properly segmented data to represent different key performance indicators and user groups.

Let's See What’s Troubling You: The Analytics Audit

Limited data reporting is one thing, but inaccurate data reporting is even worse! Because the tagging and analytics had been set up incorrectly, leads were being double-reported - meaning NSM had a completely skewed view of what was going on.

 

Step one: diagnose. We performed an audit of all their tags and GA implementation to see where the trouble spots were and what needed to be cut, added, or untangled. This is an important step, as starting from scratch would mean losing all historical data.

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This Goes Here, and That Goes There: Analytics Implementation

Now that we had identified trouble spots, it was time to clean it all up. We used Google Tag Manager to fix any tags on the site that weren’t firing correctly, and added tags for any important engagement not yet being tracked. We set up goals in Google Analytics based on NSM’s conversion priorities, and linked the appropriate data streams to provide information about their success rate. This immediately started providing valuable insights into actual user activity on the site.

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Offline Tracking Integration

Like many companies, ACI had a large blind spot in their data when trying to understand their marketing ROI. This led to all sorts of questions, from “which leads actually turn into sales and which marketing channels drive actual quotes?” to “which channels lead to more return customers and long-term revenue generation?” Because all of their sales data was stored in the CRM and all of their marketing data was in Google Analytics, understanding the full picture of their funnel was very difficult.

 

The solution?  Offline conversion tracking. By capturing the unique Google Analytics Cookie Id with a hidden field, and using webhooks and automation flows, we were able to send in offsite conversion data and revenue into their Google Analytics.  Now, with conversion data connected to sales data, they could start creating actual ROI reports and tie revenue to the the original marketing channel.

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Reporting & Visualization

“It was in complete disarray… they set it up flawlessly.”

What They Had

A faulty and limited understanding of data and analytics, with no clear knowledge of how well the site was converting its goals and generating leads.  A faulty implementation of Google Analytics meant their data wasn’t accurate anyway.

What They Wanted

An accurate, clear representation of how sites were being used - where users were coming from, what they were doing, and what leads were being converted.

What They Got

Fixed and updated website tags to accurately gather site activity; cleaned up Google Analytics integration to ensure accurate reporting, and properly segmented data to represent different key performance indicators and user groups.

Let's See What’s Troubling You: The Analytics Audit

Limited data reporting is one thing, but inaccurate data reporting is even worse! Because the tagging and analytics had been set up incorrectly, leads were being double-reported - meaning NSM had a completely skewed view of what was going on.

 

Step one: diagnose. We performed an audit of all their tags and GA implementation to see where the trouble spots were and what needed to be cut, added, or untangled. This is an important step, as starting from scratch would mean losing all historical data.

Analytics-img-1

This Goes Here, and That Goes There: Analytics Implementation

Now that we had identified trouble spots, it was time to clean it all up. We used Google Tag Manager to fix any tags on the site that weren’t firing correctly, and added tags for any important engagement not yet being tracked. We set up goals in Google Analytics based on NSM’s conversion priorities, and linked the appropriate data streams to provide information about their success rate. This immediately started providing valuable insights into actual user activity on the site.

Analytics-img-2_3

Offline Tracking Integration

Like many companies, ACI had a large blind spot in their data when trying to understand their marketing ROI. This led to all sorts of questions, from “which leads actually turn into sales and which marketing channels drive actual quotes?” to “which channels lead to more return customers and long-term revenue generation?” Because all of their sales data was stored in the CRM and all of their marketing data was in Google Analytics, understanding the full picture of their funnel was very difficult.

 

The solution?  Offline conversion tracking. By capturing the unique Google Analytics Cookie Id with a hidden field, and using webhooks and automation flows, we were able to send in offsite conversion data and revenue into their Google Analytics.  Now, with conversion data connected to sales data, they could start creating actual ROI reports and tie revenue to the the original marketing channel.

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Conversion Rate Optimization

“It was in complete disarray… they set it up flawlessly.”

What They Had

A faulty and limited understanding of data and analytics, with no clear knowledge of how well the site was converting its goals and generating leads.  A faulty implementation of Google Analytics meant their data wasn’t accurate anyway.

What They Wanted

An accurate, clear representation of how sites were being used - where users were coming from, what they were doing, and what leads were being converted.

What They Got

Fixed and updated website tags to accurately gather site activity; cleaned up Google Analytics integration to ensure accurate reporting, and properly segmented data to represent different key performance indicators and user groups.

Let's See What’s Troubling You: The Analytics Audit

Limited data reporting is one thing, but inaccurate data reporting is even worse! Because the tagging and analytics had been set up incorrectly, leads were being double-reported - meaning NSM had a completely skewed view of what was going on.

 

Step one: diagnose. We performed an audit of all their tags and GA implementation to see where the trouble spots were and what needed to be cut, added, or untangled. This is an important step, as starting from scratch would mean losing all historical data.

Analytics-img-1

This Goes Here, and That Goes There: Analytics Implementation

Now that we had identified trouble spots, it was time to clean it all up. We used Google Tag Manager to fix any tags on the site that weren’t firing correctly, and added tags for any important engagement not yet being tracked. We set up goals in Google Analytics based on NSM’s conversion priorities, and linked the appropriate data streams to provide information about their success rate. This immediately started providing valuable insights into actual user activity on the site.

Analytics-img-2_3

Offline Tracking Integration

Like many companies, ACI had a large blind spot in their data when trying to understand their marketing ROI. This led to all sorts of questions, from “which leads actually turn into sales and which marketing channels drive actual quotes?” to “which channels lead to more return customers and long-term revenue generation?” Because all of their sales data was stored in the CRM and all of their marketing data was in Google Analytics, understanding the full picture of their funnel was very difficult.

 

The solution?  Offline conversion tracking. By capturing the unique Google Analytics Cookie Id with a hidden field, and using webhooks and automation flows, we were able to send in offsite conversion data and revenue into their Google Analytics.  Now, with conversion data connected to sales data, they could start creating actual ROI reports and tie revenue to the the original marketing channel.

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