This global healthcare company helps leaders and future leaders in the healthcare industry work smarter and faster by providing provocative insights, actionable strategies, and practical tools. With more than 40 years of experience, a team of over 250 experts, and a network of nearly 5,000 member organizations, they spend more time researching the now and predicting the next than anyone else in the healthcare industry.
This organization needed a way to easily view data about its website so that it could make data-driven decisions. They struggled to find relevant data within the various reports in Google Analytics and lacked a singular, user-friendly way to view the data it needed to make optimization and content-driven decisions.
This organization's key challenges were:
- Navigating reports within Google Analytics to mine insights
- Building self-service website reporting to make data-driven decisions
We decided to create a comprehensive, easy-to-use dashboard for all the organization's reporting needs. We started by running workshops with key stakeholders to determine the most crucial data points needed to measure website success. These workshops gave us more insight into the process and inputs around decisions like new or updated content, features, or messaging. Our workshops ultimately provided the input and alignment necessary to understand their decision-making process around content and website updates. They ensured we could track progress against the company's business goal to improve content access on their website through improved user experience.
The crucial insights the organization would need to draw from its dashboard were:
- When to publish or update content
- When to create new features
- Which messaging resonates with audiences
- Consolidation of 25 Google Analytics reports into one self-service dashboard
- Updated data collection that changed a slow and manual process into one which allows for easy extraction of impactful insights
We used insights from our workshops to deliver a Google Data Studio dashboard with detailed charts analyzing audience demographics, acquisition sources, user behavior, and KPIs directly from this client's measurement plan. The dashboard dynamically refreshes data and empowers the organization's marketing team to pull their own reports with user-friendly filters to ensure the correct data is analyzed. This allowed them to avoid navigating multiple reports within Google Analytics and instead find the data they need in one centralized place. With digestible data at their fingertips, the organization's marketing team can make targeted decisions around their marketing and content.