When investing money into a special web initiative, thoughtful tracking of engagement and usage is crucial to determine return on investment. Google Analytics provides foundational insights, but deeper insights are possible with custom event tracking through Google Tag Manager.
Izell Marketing Group set up robust engagement tracking for Shaw Contract’s annual Design Awards site, and provided in-depth analysis throughout and after the voting period.
Interactions were monitored throughout the voting process on a real-time dashboard, and the digital team was able to observe how promotional efforts affected voting and other engagement on the site, and create hypotheses around what drives engagement for project votes.
Izell Marketing Group assessed the site and interviewed the Shaw digital team to determine the objectives of the project and the insights they were hoping to gain from the engagement data. Our technical specialists and analysts set up tracking and created a real-time dashboard to visualize the engagement on the site, adding additional tracking and visualizations throughout the voting period as new questions arose from the insights.
At the end of the voting period, Izell Marketing Group provided insights about the projects that received the most engagement and identified patterns of potential engagement drivers.