Background on Cancer Research UK
Cancer Research UK (CRUK) are a cancer research and awareness charity that are dedicated to defeating cancer. CRUK are also responsible for hosting fundraisers and collecting donations to aid in the battle of beating and treating cancer.
Challenge
CRUK had deployed several ad campaigns to help raise awareness of the charity and bring in donations. They wanted to understand how their campaigns were performing, what was working and what wasn’t.
They also needed a way to track current and future campaigns, to be able to understand how they perform and to optimise the ads with the goal of conversions and user engagement in mind. Before we got to work, there were several tags that had been implemented that needed correcting, as they were producing inconsistencies and mistakes.
Their websites had not been configured in a way which made for an efficient tagging process. This issue also meant that important information was not being tracked due to the lack of structure within their tagging platform.
At the same time, there were websites which were being replaced by newer ones. As website migrations were taking place, all the implemented tags on the old websites needed to be reconfigured to work with the new websites.
Lastly, due to the way CRUK had set up their analytics account, the data they were receiving was often skewed, or not even tracked at all. This was due to the fact that their account had not been configured according to best practices.
What we did
CRUK were in the process of migrating websites, which meant that all the implemented tags on the old webpages, needed to be re-configured to work with the new websites. We identified this task as the highest priority and dealt with it immediately.
We then held several meetings with stakeholders to make sure we understood both the requirements and vision CRUK have. Once we understood their KPI’s and digital goals, we then carried out an audit highlighting the issues with their current process.
The next problem that we resolved was the way in which tags were “ordered” and “processed”. We used JIRA, a ticketing system, to prioritise and organise tagging requests.
At the same time, we were enhancing and implementing tags across CRUK website’s, making sure to track the information that was most relevant to their goals as a charity, based on priority. These tags were put in place to keep track of how users were interacting with their website, as well as acting as a measuring tool for how their paid ad campaigns were performing.
All the data that we tagged, was sent to CRUK’s analytics account and relevant ad platforms. We then analysed their data to understand how users were interacting with their website, offering insights into the behaviour of the consumer where applicable.
Results
Cancer Research now have a simple tracking system in place, where requests are dealt with in an efficient way. Colleagues can now work on different tag deployment projects at the same time thanks to the re-configuration of their tagging platform, and the ticketing system we’ve put in place.
CRUK can now track the performance of each individual campaign using the funnel reports we provided. Our analytics configuration gave CRUK the ability to view which campaigns weren’t performing well, and our meticulous tracking provided them with the relevant data and insights they needed to optimise their campaigns.
So far, we have implemented and enhanced nearly 250 tags for multiple ad campaigns, user interactions and website migrations. We also evaluated and removed over 150 tags that were obsolete and no longer needed.