MeasureMinds Group

BACKGROUND

Please describe your company and your position there.

Learning with Experts is a global classroom community that brings people together to learn from expert tutors and each other online. I’m Alex Nott, the Head of Growth Marketing at Learning with Experts. My role covers all aspects of customer acquisition, conversion, and retention.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MeasureMinds Group?

To summarise the top-level projects

• Universal Analytics to Google Analytics 4 migration
•  Upgrade to GTM server-side
•  Cookie compliance review
•  GTM clean up

SOLUTION

How did you select this vendor and what were the deciding factors?

It was an extremely detailed project that required a lot of expertise. We had worked with their Analytics Director, Phil Pearce, in the past and knew that he was at the top of the game in terms of the complexity of projects he could take on.

Describe the project in detail and walk through the stages of the project.

We had a couple of meetings to come up with the specification of work to follow in the next two months. After the kick-off meeting, the first phase was to clean up our GTM account and review our tracking. In the second phase we performed the migration from Universal Analytics to Google Analytics 4.

Team MeasureMinds also took care of some small tweaks that really made a difference (e.g. split live vs dev traffic and server-side tracking). We wrapped up the project with a 2-hour handover call during which we ran through all the work performed, learned about the newest tags, variables, and triggers that team at MeasureMinds have implemented and did an overview of the set-up.

How many resources from the vendor's team worked with you, and what were their positions?

Phil Pearce, the Director of Analytics and Founder Gabrijel Zelic, Senior Analytics Developer Francis Angelo Reyes, Senior Digital Analyst

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are now using GA4 as our main analytics platform. We have already transitioned to the latest version of Google Analytics and we’re already seeing a 27% uplift in reported conversions.

How effective was the workflow between your team and theirs?

Reporting was excellent, task management software was implemented to keep track of task assignments and deadlines and communication was regular, clear, concise and effective.

What did you find most impressive or unique about this company?

What really sets MeasureMinds apart is their technical expertise. This is only something you can only find in an agency with years of digital analytics experience.

Are there any areas for improvement or something they could have done differently?

No

BACKGROUND

Please describe your company and your position there.

Rentokil Initial is a British business services group founded in 1925 as a pest-control business. It has since diversified and expanded and is now a globally recognised pest control and property care business. Currently, Rentokil is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index. As the Digital Marketing and Analytics Manager, I oversee all aspects of our digital growth and utilise the applications of digital analytics to enhance our business decision-making.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MeasureMinds Group?

As a business that operates in over 60 countries globally, Rentokil processes a lot of data. In order to maximise the use of this data, we needed to set up the proper implementation of Google Analytics and Google Tag Manager. We had a lot of accounts and containers and things were starting to get difficult to manage and operate because of the complexity.

After this was done, we needed to be able to take proper insights from the data and inform our business decision-making better. To summarise we hired MeasureMinds for:

• Google Analytics and Google Tag Manager cleanup, auditing and implementation
• Business intelligence
• Data visualisation
• Data governance

SOLUTION

How did you select this vendor and what were the deciding factors?

Due to the size of Rentokil’s operations and thus the complexity of the GA and GTM accounts, we needed expert help and someone with experience in working on large-scale projects like this. After finding MeasureMinds, we saw that they had worked on projects such as National Geographic. In their case studies, they had shown their ability to work on huge, complex accounts, which was really what we were looking for.

Describe the project in detail and walk through the stages of the project.

The MeasureMinds team started by auditing our GA and GTM accounts. They provided a clear overview of all of the problems associated with them and how they could be improved. Once given the greenlight, MeasureMinds cleaned up our entire GA and GTM setup. And provided some business insight reports based on our current data. Simultaneously we were given a KPI workshop, in which Phil understood our pain points and targets.

From there, MeasureMinds were able to set up goals and data studio reports that would show us the sets of data related to our targets. The data visualisation aspect of the project was really important as that was what we were struggling with prior to this project. With better goals set up, we could more accurately attribute value to certain marketing channels and understand their effectiveness. With a better understanding, we were then able to inform our business and marketing decisions with more confidence and were able to get a better ROI on our ad spend.

Thanks to MeasureMinds expertise they were also able to help with data governance. They ensured that our site was using best practices through the use of OneTrust and advised on any other problems we could have faced. After implementing our new and improved GA and GTM setup. Phil and his team were able to identify site speed issues and ensure the use of lean code thanks to their impressive developer knowledge.

How many resources from the vendor's team worked with you, and what were their positions?

Phil, the director of Analytics and founder, and Will, the digital marketing manager worked mostly with us.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Improved data quality and data governance saving over 1,500 working hours per year which equated to an approximate resource saving of £42K.

How effective was the workflow between your team and theirs?

MeasureMinds were extremely effective at identifying and demonstrating issues, then clearly roadmapping their solutions and providing reasoning behind them. Deadlines were always met. Targets were always achieved. Transparency was always a part of the way they worked.

What did you find most impressive or unique about this company?

The team at MeasureMinds really knows their stuff and that becomes clear very quickly. Phil’s technical knowledge is world-class and we’re pretty sure that there wasn’t a single question or problem he couldn’t find the solution to. Trust me, we tried! They’re able to implement fixes quickly and efficiently right out of the box. So we started to see significant improvements very soon after starting. I believe they’ve even built some free tools that help automate these processes too.

Are there any areas for improvement or something they could have done differently?

No

BACKGROUND

Please describe your company and your position there.

Vistra is a leading fund administrator and corporate service provider specializing in private equity, real estate, capital markets, private wealth and international business expansion. My role as the global director of digital marketing is to oversee all digital marketing channels, conceptualise and deliver campaigns, analyse and report on their effectiveness and thereby inform further marketing and business decisions. The bottom line being to provide a positive return on investment with ad spend.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MeasureMinds Group?

Google Analytics & Tag Manager auditing, cleanup and implementation. Data analysis and insights. Conversion rate optimisation.

SOLUTION

How did you select this vendor and what were the deciding factors?

We first learned of MeasureMinds through the events that they ran on digital analytics. They quite clearly showed some impressive expertise through their thought leadership and decided to contact them once we realised that we needed help with our digital analytics and conversion rate.

MeasureMinds also had a lot of digital analytics experience working with large companies. Which showed us that they were capable of handling the amount of work we wanted to be done.

Describe the project in detail and walk through the stages of the project.

MeasureMinds started by auditing, cleaning up and consolidating our GA and GTM accounts. On top of this, they delivered a KPI workshop in order to understand our business goals and provide a clear outline of what we wanted to achieve. After this MeasureMinds set up Google Data Studio dashboards in line with the findings from the KPI workshop.

MeasureMinds also installed a feedback and session recording tool (Hotjar) in order to understand customer pain points. Performed 5-second tests to understand user perception. They also provided heatmap analysis using Feng Gui. Through the use of these tools, MeasureMinds were able to propose certain changes to the site in order to improve conversion rate. These were then implemented through A/B testing using Google Optimize.

How many resources from the vendor's team worked with you, and what were their positions?

Phil, the director of Analytics and founder, Will Rice, the digital marketing manager, Francis Reyes, the senior digital analyst and Gabrijel Zelic, the senior analytics developer all worked on this project.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Through the changes that MeasureMinds made via A/B testing our conversion rate increased by +41% from 0.59% to 0.83% (+0.25%). On top of this our GTM and GA accounts are now much more manageable and follow a strict naming protocol allowing for easy access and identification.

How effective was the workflow between your team and theirs?

MeasureMinds were extremely attentive and transparent. With at least one catch up call a week, we were able to fully understand the work they were doing and request certain changes. All of their communication made us feel like we were in really good hands. Furthermore, if there was anything that had to be done on our end, MeasureMinds were very clear on the benefits and how to make the necessary changes.

What did you find most impressive or unique about this company?

MeasureMinds technical expertise was extremely impressive. I’d be very surprised if there was any other agency with more knowledge of digital analytics than MeasureMinds. They’re extremely good at what they do and have made a serious impact on our company even in the short amount of time that they’ve been working for us.

Are there any areas for improvement or something they could have done differently?

No