Glow Work

Therefore, we compiled a customised needs assessment for each dealership so that we could split dealers into groups and the training sessions would fit their existing (or non-existent) knowledge of Google Ads.

We developed a two-part training session and organised for the first session to be held in Google Barrow Street offices to add to the experience. In addition to this, two of our Google account managers kicked off the first session looking at key micro-moments in automotive retail and at a real-life story of someone’s path to purchasing a car (online).

The initial session would also allow time for dealers to create their own account and their first campaign then before the second session a predefined account build would be loaded into each dealer account, with keywords and ad copy specific to dealer location and dealer brand- built in line with ŠKODA EU marketing guidelines. We then incentivised dealers with Google account vouchers. Each appointed participant from the dealership was presented with a certificate; all were very complimentary of the training and all dealers took advantage of the free credit voucher. Today, over 60% of the dealerships continue to invest heavily in Google Ads.

Our Process…

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!

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.

Since March 2016 up until as recently as June 2020, Speedy Reg’s organic traffic has been the highest it’s ever been, in 11 months we had doubled the average number of users on a monthly basis, in 18 months we had tripled average monthly users and we’ve been able to maintain this level of monthly traffic with steady increases to reach a level of monthly organic traffic that is now quadruple organic users compared to when we started working with Speedy. Most importantly monthly average revenue via organic traffic has increased by 750%!

One of our proposed A/B tests involved changing the text on Call To Action buttons that appear next to each product throughout the website, primarily shown to the users when browsing search results, product lists and category pages. We changed the text from Buy / Enquire to More Info, and tested these two variations over nearly 14,500 sessions, finding a 90.99% increase in the number of clicks for our new design.

However this test didn’t reveal the overall optimal design, so we set up a second iteration of the experiment, introducing three additional text changes: Buy Now, View and Details. We tested all five variations of the button across more than 41,250 sessions, with each variation being presented to 20% of users. We found that three of the four new designs significantly improved Click Through Rate, with More Info generating the biggest improvement of 81%, as well as an increase of 93% for conversion rate. This second test confirmed that More Info is the best design choice for these CTA buttons on the website, optimising both user experience and conversion rates.

Eyelids started with websites and PPC Campaigns in just the UK and Ireland. However, as their business has expanded so have their Google Ads accounts and we now manage successful, multi-lingual accounts across several European markets including Spain, France, Germany, the Netherlands, Belgium, Austria and Switzerland. We’ve worked with Eyelids for many years and every year we’re pleased to see more sales, revenue and their Google Ads campaigns help them hit their business goals.

GlowMetrics helped nijobfinder move away from hard-coded Google Analytics tracking to the use of Google Tag Manager to allow them more flexibility and to future-proof their analytics configuration.

We used GTM to implement an extensive tracking plan which involved 60+ custom variables and 10+ custom dimensions which we then used to feed into a custom built suite of real-time reports using Google Data Studio.

The reports pulled in data both from Google Analytics and from their mySQL database, allowing an interactive real-time, holistic view of web performance which further enhanced their ability to make data-driven decisions, leading to a 45% year-on-year increase in application leads from mobile and a 20% overall increase in applications year-on-year.

This project included creating a measurement plan to ensure the tracking of major and intricate user interactions across both websites – from browsing to researching to their purchase journeys; making sure this data is available in Google Analytics for analysis.

We also supported conversion tracking across ad platforms including Bing, Google Ads and Facebook and ensured successful ecommerce tracking integration with third party payment platforms.

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.

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 months 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.

The digital transformation of Stage Entertainment got named ‘Next Stage’. The official kick-off took place in the presence of various departments from different countries, the headquarters and external partners including GlowMetrics. Next Stage soon became a movement within the organization. The manifest was simple: No more decisions based on opinions or gut feelings alone. From now on, all new concepts, UX Design and website optimizations will be validated with customer data and customer feedback through UX and A/B tests, User Interviews. The result was a brand-new digital landscape across 5 local and global websites.

Our support in helping Stage achieve the above included:

1. Google Tag Manager: Custom GTM tracking including 200+ tags across five websites covering markets in NL, ES, DE, FR and their corporate website. This implementation facilitated more in-depth user behaviour analysis, advanced KPI tracking and A/B testing.

2. Google Analytics: Facilitated the move from a free version of Google Analytics to an Enterprise level version to ensure a smooth transition to a consistent, data-led account configuration.

3. Google Data Studio: To better visualise the client’s data, we produced a series of dynamic and interactive dashboards, including an overview for a Google Analytics 360 Roll-up Property, customised reports for individual markets’ requirements, and real-time data and results from A/B tests in Google Optimize.

4. Google Optimise: We also helped to design and implement an ongoing testing structure using Google Optimize. This involved creating and conducting multiple A/B tests to identify areas of potential optimisation, using live data from real users. These iterative tests provide data driven evidence as to the impact of each aspect changed on the website, the basis of which can be used to continuously improve the user experience and conversion rate.

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. Our work with Griffith College was shortlisted in the 2017 Digital Media Awards and the 2016 Eir Spiders. Since the original project started 5 years ago, we are still Griffith’s digital analytics consultancy partners and continue to provide ongoing, bespoke consultancy and tagging work as and when required.

This required establishing a tracking set-up that would ensure as much accurate, meaningful data was captured from user interactions as possible, providing a better understanding of visitors, in addition to an optimised user experience and website functionality. All of these factors could ultimately be used to identify actionable insights towards making strategy, data-driven business decisions.

1) Google Analytics Audit: An extensive Analytics audit highlighted significant areas of potential improvement. We resolved any outstanding issues, ensuring best practice setup while making optimisations and improvements across the account.

2) Google Tag Manager Implementation: We greatly expanded on the tracking capabilities of the site, adding an array of tags for tracking events and other user interactions. We also created Custom Dimensions, allowing users to be placed into audience segments based on on-site actions and behaviour.

3) Reporting with Google Data Studio: We created 8 custom dashboards, that allowed for the easy interpretation and distribution of visual representations of the website data.

4) Ongoing Consultancy: Using the tracking capabilities implemented earlier in the process, and the visual dashboards used to best represent the collected data, we could provide numerous actionable insights on a monthly basis.

Our initial project with Chartered Accountant Ireland won an Eir Spider in 2018 and 4 years since we started working with Chartered Accountants Ireland we are still their digital analytics consultancy partners and continue to provide ongoing, bespoke consultancy and training.

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.

We worked to put together a custom-built training program structured around the Google Analytics IQ exam topic areas, embellished with details specific to the Irish utilities market and one which used their own Google Analytics and Tag Manager accounts.

We included tips and tricks that we use across Google Tag Manager and Google Analytics on a daily basis and made provisions for calls pre and post slide preparation so that we could ensure the material incorporated well into the team’s daily tasks.In addition to the slides, a set of sample test exam questions were included to be covered at the end of each session to test the level of learning, while homework was set in between sessions to reinforce the theory with practical learning.

We built a training course on the below topics:

Digital Analytics Fundamentals: Getting started with digital analytics, understanding and using Google Analytics data, collecting actionable data with Google Analytics, navigating Google Analytics reports and additional reporting configuration.

Google Analytics Platform Principles: Platform fundamentals, collection of data, processing and configuration of data, report settings and reports in detail (telling stories).

Ecommerce Analytics – From Data to Decisions: An introduction to ecommerce analytics, understanding customers (deep dive into understanding acquisition, purchasing and profiling) and understanding shopping behaviour through behaviour flows and a/b testing.

Mobile App Analytics: Introduction to mobile app analytics, attracting new users, measuring behaviour with events and custom dimensions and metrics and increasing revenue through re-engagement.

Google Tag Manager Fundamentals: Starting out with Google Tag Manager, setting up Google Tag Manager, collecting data using the data layer, variables, events and using additional tags for marketing and remarketing.
Preparing for the exam: Discussing the format, tips and tricks and practice exam questions.

The course was spread across 6 weeks to give adequate time to mix theory with practical learning; all course participants successfully completed and passed the Google Analytics IQ exam, first time. Following this course, Electric Ireland further appointed GlowMetrics to deliver a bespoke Search Engine Optimisation training course to their wider Marketing team.

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!) Since the original project started 4 years ago, we are still Vhi’s digital analytics consultancy partners and continue to provide ongoing, bespoke consultancy and training.

GlowMetrics were tasked with finding an innovative solution as to how data from a new wellness programme, The 100 Day Challenge, could be presented back to each participant in a way that would maintain interest, excitement, and engagement throughout the duration of the challenge. Google Data Studio provided an excellent and accessible platform for data visualisation.

Our experience with creating more traditional data reports for Analytics and Ecommerce clients helped greatly in being able to adapt the platform to a more bespoke dashboard. We were able to provide participants with a simple interface to explore their performance in the Challenge, with a number of key benefits for all involved:

• Participants: Improved user experience; Ease of access to information; Real-time dynamic data; Clear presentation of performance data through specially crafted data visualisation.
• Developers: Reduced workload due to the automation of certain aspects of the data; Clear and consistent data structure that leads to more efficient outputs and uploads.
• Creators: Ability to make immediate fixes, changes, and optimisations; Opportunity to create new elements, dimensions, and metrics, without relying on external parties; Ongoing analysis on the performance of the dashboard.