Univé is the only Dutch insurer with a website, App and physical stores. They therefore follow an omni-channel strategy. According to its own '1 digital front door principle', the insurer also wanted to offer customers the opportunity to take out/change insurance policies and report damages via the App. They asked our Data Analysts to make the new funnels measurable.
It was already possible for customers to arrange everything themselves via the My Univé environment. However, user behaviour has not yet been fully measured. The analytics infrastructure of the App and the website were also completely different. Both channels had their own report suite in Adobe Analytics, so merging them would lead to data pollution.
Hence, this was a perfect time to review the current implementation and make the tagging consistent for both platforms. Our Technical Web Analysts were called in for this.
We collected the requirements and wishes in consultation with Univé's Product Owners, Business Intelligence Analysts and Customer Mission Teams.
Then our Technical Web Analysts reformulated the codebase and set up the combined data layer for both the App and the website with Tealium. In addition to the data layer, a mapping table was invoked for this via Tealium. We match them based on a unique page ID. Using this integration, we merged the 2 separate report suites in Adobe Analytics.
The reformulation of the codebase was aimed at guaranteeing quality through generic and well-arranged tagging. This method provides efficiencies for maintenance and expansion through scalability. This also fulfils Univé's main wish: based on the '1 digital front door principle', there is a better overview of the customer.
Clear communication was essential in this project. After all, changes on this scale have a major impact on the ongoing processes of various business units. To make the transition as smooth as possible, our Data Analysts acted as intermediaries for the business and IT.
Reliable data is collected with the new implementation. Based on this, our Data Analysts can analyse and compare the user behaviour of the App and the website in one report.
Insights into the correlation between platforms are important to create a foundation for omnichannel reporting, optimising the customer journey and monitoring KPIs.
Thanks to the efficient design of Adobe Analytics, we have more time to perform deep-dive and ad hoc analyses. Based on this, we offer Univé valuable insights and concrete advice.
We are currently working on a PowerBI dashboard that shows up-to-date sales, including targets and marketing costs.
Having combined the two report suites also makes it possible to break down total sales into App and website. As a result, it is no longer necessary to use different reports. All Univé colleagues now work with reliable data towards their common objective.
Receive data insights, use cases and behind-the-scenes peeks once a month?
Sign up for our email list and stay 'up to data':
You might find this interesting too:
A structured, scalable tag plan for Mijn Vattenfall
Nuon became Vattenfall in October 2019. The rebranding was a good reason to optimise Analytics. There was a renewed focus on applying insights from user data in the Mijn Vattenfall environment. The data collected for this was not always reliable. In addition, there was insufficient knowledge and capacity within the department to maintain the Analytics. The energy supplier asked for our help to support them in re-establishing the tagging and analytics of Mijn Vattenfall.
The quality of web analytics implementations
How good is your web analytics implementation? How much confidence is there within the company regarding those figures? In this article we first explain why a web analytics tool will never have 100% accurate data and why that is not a bad thing. Then we look at the practice: how good are most implementations really?
Standardise Adobe Analytics implementation for complete insight into the customer journey
Within KPN, one team is responsible for the implementation of Adobe Analytics, the Digital Performance team. Due to the working method that had developed before the formation of this team, the specialists did not work together optimally.
What is Tagbird, what do you use it for, and what can you do with it?
Tagbird is a Chrome extension developed by Digital Power. You can download it from the Chrome Web Store and add it to your browser. It is a debug/visualisation tool that provides a simple and clear insight into, among other things, the data layer, tag management events and analytics requests of a website. So you can quickly and easily test your entire analytics implementation with Tagbird.
How do I set up Google Tag Manager?
A tag management system such as Google Tag Manager (GTM) enables you to measure visitor behaviour on your website. You can also implement marketing pixels (such as Google Ads and Facebook) and cookie banners via this platform. This article gives you tips to keep in mind when setting up GTM. This allows you to collect reliable and usable data, and you will be less dependent on your web developers.
Streamlining web development using a tag management plan
To have a good overview of the results of multiple websites at the same time, you need a clear structure as a basis. RNW Media has several project websites, some of which are available in different languages. Our own web development team is responsible for the build and maintenance of this. They set to work with a building block model for building new websites. We were asked to provide a structural solution for measuring all websites.
Technical Web Analyst
By means of tagging, ensure that our clients' websites and their usage are tested with high data quality.
Implementation of Google Analytics 4
An interest group for homeowners offers a wide range of content and services on its website that can be closed online. In order to serve its website visitors in the best possible way, interactions with the services, funnels and content pages must be properly measured. They already did this with our support, with Universal Analytics (GA3). To be well prepared for the future, they asked us to implement Google Analytics 4.