A structured, scalable tag plan for Mijn Vattenfall

Vattenfall

  • Customer case
  • Technical Web Analytics
  • Data projects
Vattenfall-logo
Joachim-business-manager
Joachim van Biemen
Business Manager
3 min
03 Mar 2020

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.

Our approach

We decided to determine from scratch what we were going to measure. This enabled us to set up the design and implementation in a scalable way, together with that of the new Mijn Vattenfall.

In My Vattenfall, customers can arrange things themselves. This includes reporting meter readings, extending contracts and reporting a move. We mapped out these processes with the help of the stakeholders. We sought the answers to questions such as:

  • What does the process look like step by step?
  • Which data can be used to improve processes?
  • Which metrics and dimensions are important for this?
  • What information do the Analysts want?

Based on this, we determined what information we wanted to see in the data layer for specific customer interactions. We maintained a continuous dialogue with the stakeholders throughout the entire process.

The result

We delivered a tag plan in collaboration with the Vattenfall Analysts. This contained an extensive instruction for Development. This plan provided a generic format for three types of measurements:

  1. Page view: certain information must be available on each page
  2. Forms: For example, each form must have a name and step name
  3. Interactions: Customer actions such as clicking on buttons and using the menu navigation must be measured. This also includes interaction within forms.

While implementing the tagging plan, we worked a lot with the Development department. We explained to them how to approach the implementation and what information the Analysts would like to see. We also wrote a manual for them with instructions and the code snippets to be reflected in the data layer.

The Development department is now working on a phased implementation of the tagging plan. The foundation for structured and scalable measurements has been laid. This allows Vattenfall to implement data-driven optimisations and make decisions.

Future

The current implementation is set up in such a way that a data analysis package other than Adobe Analytics can also be used. Such a migration will run smoothly. This is because the designed data layer is 'agnostic', which means it can connect to different analytics packages.

Want to know more?

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

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 new tagging structure for the App and website

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.

Read more

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?

Read more

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.

Read more

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.

Read more

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.

Read more

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.

Read more
Data professional working on a computer

Technical Web Analyst

By means of tagging, ensure that our clients' websites and their usage are tested with high data quality.

Read more
Google Analytics logo

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.

Read more