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Case Studies

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Our Case Studies

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During the redevelopment of their website, 98FM contacted GlowMetrics in order to ensure their tracking requirements were in place before going live. They also wanted to have an intelligent reporting framework in place to reap actionable insights, further becoming a data-led organisation, optimising marketing campaigns and increasing user engagement across the website for both written content and online listeners.

We used Google Tag Manager to set up extensive tracking for their on-site streaming service, as well as a number of other significant user interactions which weren’t tracked before. Our Custom Reports also provided granular streaming metrics and our bespoke dashboards allowed key metrics to be seen at a glance.

We also produced a detailed breakdown of user behaviour and optimisation opportunities which could be taken on board for the site redevelopment. As a result, 98FM made a number of UX changes to the way content is delivered and the functionality of their streaming service, based on user interactions. Our work with 98FM was awarded bronze in the 2016 Digital Media Awards in the ‘Data and Analytics’ Category and also shortlisted in the 2015 Eir Spider Awards.

Barnardo’s got in touch in June 2015 as they had recently experienced problems with the reporting of traffic and conversions on barnardos.ie. They specifically wanted to ensure their tracking across all sites and microsites was implemented correctly, including goal setup and ecommerce; to assist with an analytics ‘action plan’ and the upskilling of staff members in the use of Google Analytics.

Based on their requirements, we worked together over a period of approximately 6 months. During that period, we helped them make sense of historical data anomalies, cleaned up and improved their existing technical setup, guided them with best practice for campaign tracking and delivered a full day’s training for their marketing team giving them the skills required to manage their analytical requirements in-house. As well as fulfilling the project requirements, we also set up more extensive on-site tracking via Google Tag Manager free of charge as part of our CSR remit.

Our analytics project with Barnardo’s gave them the confidence to use their data to proactively plan future strategic decisions. As a result, we won a prestigious Eir Spider in 2016 in the ‘Best Use of Data and Analytics’ category.

Griffith College contacted us in November 2015 as they wanted to expand the level of data being captured, specifically during the Application process on their website. At the time, they could only see the number of applications received.

We deployed an extensive Google Tag Manager setup to maximise their tracking – setting up Custom Dimensions to record user selections at every step of the application form. These Custom Dimensions allowed Griffith to create Custom Reports breaking down exactly which courses users were applying for – as well as a wealth of other information such as the selected campus, study type and so on – giving a holistic understanding of application activity. We also used Virtual Pageviews to push the values into newly generated URLs allowing us to create a goal funnel for the application process, giving a visual representation of the user journey for the first time.

Google Tag Manager training was also delivered as part of the project, allowing Griffith to manage simple tagging requirements in-house.  Since the original project, we’ve helped Griffith College to reproduce similar tracking for their Contact Form and continue to provide ongoing, bespoke consultancy and tagging work as and when required.  Our work with Griffith College was shortlisted in the 2017 Digital Media Awards and the 2016 Eir Spiders (which we won for our work with Barnardo’s!).

Newstalk got in touch in November 2016 whilst in the process of implementing a more data-centric, insight-led strategy to better inform both radio and written content on their website.

We embarked on an six-step analytics project which included a Google Analytics Audit & Tag Manager Implementation, Analysis & Insights, Optimisation, Data Visualisation, Training and Support which allowed them to maximise this strategy, ensuring confidence in their data, adding more extensive tracking and to analyse and ultimately better understand user behaviours, groups and patterns for all content across their website, apps and on-air. The ultimate aim was to ensure efficient use of data to make important business decisions in terms of commercial, content and overall usability, ensuring visitors get access to the content they want in the form they want it, while optimising commercial revenue streams.

In the three month’s immediately following the completion of our project (March-June 2017), Newstalk saw a 55% increase in Sessions, 117% increase in Users and 38% increase in Pageviews compared to the previous 3 month period. Compared to the same period in 2016, this was a 45% increase in Sessions, 89% increase in Users and 39% increase in Pageviews.

Today FM contacted us in 2016 as they began an extensive project to rethink their on-air and online content strategy. The purpose of the project was to ultimately inform the look, feel and design of their upcoming website redesign.

Our analytics project with Today FM had multiple phases – we were hands-on with the implementation of tracking on the new site, helped set up their GA account according to best practice, presented a 55 page document detailing historical user behaviour alongside an extensive list of recommendations and optimisation opportunities which they took into consideration when finalising the overall design, UX and content of their new website. We also helped them develop a reporting structure including the setup of key dashboards and automated reports, delivered a full day’s training and have been on hand to provide consultancy and support ever since.

As a support partner, we helped Today FM to better understand written content consumption and online listener behaviour, increase online visitor and listener numbers, improve user experience, build a framework for continuous improvement, understand which types of content work best for their audience and ensure that all strategic and commercial decisions are data-driven and underpinned by supporting evidence based on user behaviour.

VHI got in touch in January 2016 with a request for analytics support, focusing on three key areas:- Audit of their existing GA, GTM and Search Console setup / Development of Tools and Existing Technical Setup / Development of Staff.

Over the following 6 months, we embarked on a phased, strategic project which ensured VHI’s tracking issues were resolved, accounts streamlined, old tags removed, and errors eradicated. On top of this we helped set in place reporting structures which have allowed them to become an even more data-centric organisation making informed business decisions based on meaningful user interactions. We also provided actionable insights based on historical data to guide their ongoing UX developments and helped them hire a full time member of staff to focus on web analytics with the skills required to develop their data strategy going forward.

In the three months immediately following the delivery of the Analysis, Insights & Optimisation phase of our project, VHI’s online revenue increased by 19.55%, their ecommerce conversion rate increased by 4.61% and their overall number of transactions increased by 20.63%.

Our project with VHI was shortlisted in the ‘Best Use of Data and Analytics’ Category at the 2016 Eir Spiders. (We actually won the award for our work with Barnardo’s!)

We first started working with Speedy Reg in 2014 where we undertook an Analytics project – working with them to ensure their setup was accurate, generating actionable insights and helping to optimise their digital marketing. In the three months following the completion of our initial project, online revenue increased by almost 10%.

In March 2016, we started looking after SpeedyReg’s SEO. carrying out extensive keyword research, writing meta data, helping with social media, UX, CRO, transitioning to their new website and extensive monthly reporting just to name a few!

Since March 2017, Speedy Reg’s organic traffic has been the highest it’s ever been, beating the previous highest monthly traffic which was over 5 years ago!

When we began our SEO work, Speedy Reg had 16 top keywords in positions 1-3 – one year later, they had more than four times as many. Year-on-year, Users from organic traffic have increased by 118.19% and revenue also increased by a massive 59.4% during the same period.

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