Talent Systems – MarketLytics

Case Study

Enhanced User Engagement and Customer Analytics with GA4 Migration

Talent Systems, a leading provider of talent acquisition solutions for the creative industry, faced the impending sunset of Universal Analytics (UA) and the need to transition to the next-generation Google Analytics 4 (GA4) platform.

Impact

15% YoY organic revenue growth.

Impact

Improved User Engagement and Conversion Rates.

Impact

Enhanced Marketing Campaign Performance.

the challenge

With UA’s sunset approaching, Talent Systems needed to migrate its data and analytics to GA4 for multiple websites without compromising data integrity or continuity. Additionally, the company sought to improve its understanding of user behavior, particularly the conversion funnel from newly registered accounts to paying members.

the solution

To address these challenges, Talent Systems engaged Marketlytics to conduct a comprehensive GA4 audit and implementation project. Marketlytics’ methodology involved:

1. 1. Discovery and Stakeholder Alignment: Conducting in-depth interviews with Talent Systems’ stakeholders to understand their reporting requirements and align on the desired GA4 implementation.
  2. Tag Manager and UA Audit: Auditing the existing Google Tag Manager (GTM) setup and architecture, as well as the current UA implementation for Casting Networks, to identify any potential issues or areas for improvement.
    
    We found that there was a disconnect in tracking setup across their multiple websites which we planned to fix and ensure consistency after migration.
  3. Measurement Plan and Roadmap: Developing a detailed measurement plan and roadmap tailored to Talent Systems’ specific needs, that established a shared framework for measurement across their ecosystem of websites.
  4. GA4 Website Migration: Managing the GA4 migration process across Talent Systems’ multiple websites, coordinating with the right stakeholders to ensure a smooth transition.
  5. Event Migration and Validation: Migrating events from UA to GA4, ensuring accurate data capture and validating event tracking to guarantee data integrity.
  6. Launch, Monitoring, and Optimization: Launching the newly implemented GA4 setup and continuously monitoring its performance, making adjustments as needed to optimize data collection and analysis.
  7. Data Activation: Activating the migrated data to drive business improvement initiatives, empowering Talent Systems to make data-driven decisions that enhance user engagement and business outcomes.

the result

The successful GA4 migration and implementation resulted in several significant benefits for Talent Systems:

Seamless UA to GA4 Transition: Talent Systems achieved a seamless migration from UA to GA4, ensuring continuity of data collection and analysis without compromising data integrity.

Enhanced Reporting Capabilities: Talent Systems gained the ability to create advanced analytics reports and perform custom queries, expanding their analytical horizons and enabling them to extract deeper insights from their data.

Improved User Engagement Understanding: Talent Systems gained a clearer understanding of user engagement and journeys across its platforms, particularly the conversion funnel from newly registered accounts to paying members.

Data-Driven Decision Making: Talent Systems was empowered to make data-driven decisions that improved user engagement, optimized marketing campaigns, and enhanced overall business performance.