Zocalo now works with commercetools! Read more about the integration that expands commercetools' capabilities and accelerates deployment on a leading commerce platform. Learn More
Industry
Music & Entertainment
Location
Tomball, TX
Tags
DIGITAL ANALYTICS
DATA INSIGHTS & DASHBOARDS
TAG & PIXEL IMPLEMENTATION
Key Impact
With a proper tracking infrastructure in place, and a dashboard designed to illuminate key performance indicators, Main Street Crossing was able to turn their marketing focus to optimization.
THE CHALLENGE
Craft and execute an approach to track the value of the client's marketing strategy across multiple channels and sites.
In early 2022, Main Street Crossing, an independent music venue in Tomball, Texas, approached Avatria about assisting with their marketing analytics efforts.
Main Street Crossing had developed a sophisticated email and social media marketing strategy over the years, and with the recent acquisition of a Google Ad Grant (and subsequent engagement with a third-party agency to manage the funds), they sought to better understand how their various marketing efforts contributed to ticket sales.
PROJECT DETAILS
In order to validate their strategy, the client needed to fill in gaps in their data collection practices. Most critically, their ticketing platform was hosted on a separate domain, which was preventing them from tracking transactions, revenue, eCommerce behaviors, and even the pages viewed when users were making purchasing decisions.
Additional issues the client faced included:
- An incomplete and inconsistent approach to marketing source attribution.
- A lack of a central reporting hub.
- Opportunities to improve event tracking on their main website.
Finally, Main Street Crossing was looking for a partner who wouldn’t just solve their data issues, but could serve as a knowledgeable resource to help coach their team on analytics best practices.
RESULTS
A validated strategy and future-proof analytics and reporting approach
With a proper tracking infrastructure in place, and a dashboard designed to illuminate key performance indicators, Main Street Crossing was able to turn their marketing focus to optimization.
The newly collected data quickly validated their email strategy, which proved to result in the highest conversion rate and revenue per user. It also identified an underperforming paid search campaign, which was in need of either content/configuration tweaks or reduced investment. And with GA4 in place long before the official sunsetting of Universal Analytics, the Main Street Crossing marketing team could be confident in the long-term future of their data collection, with plenty of time to get familiar with the new interface.
Lastly, the dashboard built was focused on Main Street Crossing’s key emphases: user acquisition and conversion. Each dashboard page was focused on a different core aspect, with multiple visualizations on each providing different ways to pull insights out of the data.
The Solution
UTM Strategy
Prior to engaging Avatria, Main Street Crossing wasn’t using UTM parameters to handle link attribution from email or social media sources.
To help them establish consistent, reliable attribution we created a UTM Tracker tool, which could be used to train marketing team members and assist with execution. This documentation:
To help them establish consistent, reliable attribution we created a UTM Tracker tool, which could be used to train marketing team members and assist with execution. This documentation:
- Created a system for how each UTM parameter should be populated, based on Main Street’s existing marketing strategy.
- Generated final UTM links based on inputs entered by users, helping to ensure link integrity.
- Accounted for all marketing channels, including email, social media, 3rd-party marketing, and physical display.
GA4 & Custom Event Tracking
To give Main Street Crossing the data they needed, our first step was to install a comprehensive set of Universal Analytics & GA4 tags, including five custom events. These custom events covered key actions visitors would take on their websites, including form submissions and event clicks. These tags formed the base of all other data collection that would later be implemented. GA4 was installed in tandem with Universal Analytics so that the client would be prepared for the future changeover.
Enhanced Ecommerce Tracking
Implementing Enhanced Ecommerce tagging was a greater challenge due to the client's ticketing platform. Without a pre-built data layer to rely upon, Avatria was forced to develop sophisticated custom Javascript variables in order to capture key information about the eCommerce actions users were taking, such as the event name, ticket tier, price, and more.
Due to the uncommon customer experience offered by the Main Street Crossing site—where users would usually view event information on one domain before navigating to the other to purchase tickets—Avatria also designed and implemented a unique data structure as a part of Enhanced Ecommerce implementation. This allowed the client to take full advantage of EE’s top-of-funnel metrics, and gain a fuller understanding of the customer journey.
Due to the uncommon customer experience offered by the Main Street Crossing site—where users would usually view event information on one domain before navigating to the other to purchase tickets—Avatria also designed and implemented a unique data structure as a part of Enhanced Ecommerce implementation. This allowed the client to take full advantage of EE’s top-of-funnel metrics, and gain a fuller understanding of the customer journey.
Centralized Dashboard
With ideal data collection enabled, our final step was to build a customized dashboard in Looker Studio to make that data easier for non-analytics folks to consume.
The dashboard was focused on Main Street Crossing’s key emphases: user acquisition and conversion. Each dashboard page was focused on a different core aspect, with multiple visualizations on each providing different ways to pull insights out of the data.
We incorporated data from Google Ads, Facebook, and Constant Contact, so that all of the client’s marketing efforts were represented in a single location. This would make monitoring and analyzing their marketing data faster and easier.
The dashboard was focused on Main Street Crossing’s key emphases: user acquisition and conversion. Each dashboard page was focused on a different core aspect, with multiple visualizations on each providing different ways to pull insights out of the data.
We incorporated data from Google Ads, Facebook, and Constant Contact, so that all of the client’s marketing efforts were represented in a single location. This would make monitoring and analyzing their marketing data faster and easier.
Have questions or want to chat?
