A new tagging structure for the App and website


  • Customer case
  • Technical Web Analytics
  • Data Analytics
Joachim van Biemen
Business Manager
3 min
17 Apr 2020

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.

Our approach

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.

The result

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.

Want to know more?

Business Manager Joachim is happy to talk to you about what we can do for you and your organisation as a data partner.

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