This case study reveals our cooperation with Pivovary Staropramen, s. r. o. It shows that even branded websites deserve web analytics, and represents our approach to this matter. Tomáš Šebesta, Media & Digital Manager, speaks for Pivovary Staropramen (Molson Coors).
Through the mutual efforts of the client and Digital Architects, and by updating the measurement standards of Google Analytics, Google Tag Manager and by the subsequent visualization in Google Data Studio, we have revealed some interesting data that the company will use for websites optimization and digital marketing. For example, we specified the information about passing through the age gate, or adjusted ways of interacting with the map of pubs. Based on the findings, specific steps can be taken in optimizing, developing websites and expanding the possibilities of digital analytics.
Client
The company Pivovary Staropramen, s. r. o. manages tens of websites for individual brands of its alcoholic and non-alcoholic beverages (e.g.: staropramen.cz, ostravar.cz, branik.cz and others). The marketing of the company involves a number of agencies and other entities that implement campaigns or manage the content of websites. Their impact can be seen not only on sales but also on the number of visits to the branded websites of individual products. For a correct and useful evaluation of these marketing activities, the company needs specific data from individual websites which must be consistent, cleaned and prepared for further analysis and development of the company.
Client needs
The company came to a situation where the amount of data from individual websites, and the inconsistent approach to their processing, did not allow comparable reporting across brands and projects. It was difficult for us to make head or tail of such a situation, and we felt the need to deal with this issue and focus on its development. In summary, there were three basic problems – a number of sites without a set or completed implementation of web analytics, missing documentation and control over measurement and individual brands, poorly arranged outputs that prevent from using more advanced analytical techniques, such as conversion rate optimization or A/B testing.
In summary, there were three basic problems we needed to solve – a number of sites without set up web analytics, missing documentation and control over the measurement, and poorly arranged or non-existent outputs.
In terms of depth of expertise in web analytics and data visualization, Digital Architects have been the best partner so far.
Tomáš Šebesta
Media & Digital Manager
Pivovary Staropramen
Solution
We used the services of Digital Architects to solve these problems. Our main requirements for the implemented solution were:
- accomplish a complete implementation of Google Tag Manager
- “tidy up” Google Analytics and clearly present the results of marketing activities on individual websites
- execute an audit of the current situation
- suggest a comprehensive measurement strategy for individual sites and implement it
- together with the implementation, prepare comprehensive documentation for all parties involved
The implementation included a number of tailor-made solutions, which Digital Architects prepared directly for the needs of Staropramen brands and the specifics of the field. These included, for example, monitoring the passage through the age gate, monitoring interaction with the pub map, or monitoring the rating of videos and other elements on the site. In terms of depth of expertise in web analytics and data visualization, Digital Architects has been the best partner so far.
Result
Despite the number of involved entities, after a 3-week preparatory phase, the implementation of web analytics itself, under the baton of Digital Architects, was successfully established in 2 months. The result was the implementation of Google Tag Manager and Google Analytics according to the prepared measurement strategy and including documentation, unification of data from websites, and visualization in Google Data Studio. This was followed by the derivation of partial case studies and reporting of campaign results.
The goal is to continue the development of web analytics in the future, to focus on its connection with other customer data and offline marketing activities, and to move towards data-driven website development. Ideally in cooperation with Digital Architects and other partners.
I can only recommend working with Digital Architects to anyone who is in a similar situation like our company was, and needs to clean up Google Analytics and deploy Google Tag Manager to evaluate activities in the digital environment. I especially appreciate the provided documentation and the well-composed measurement strategy
Tomáš Šebesta
