Designing a Regional Dashboard for a Global Property Company
Our client, a global property company, faced challenges in managing and analysing their marketing data across different regions. With a presence in multiple countries, their marketing managers needed actionable insights specific to their local markets. However, the existing analytics setup was fragmented, lacking centralssed reporting that could be segmented by region. The client partnered with [Your Company Name] to design a comprehensive dashboard using GA4 and Looker Studio (formerly Data Studio) that provided region-specific insights for their marketing teams worldwide.
The primary objectives of the project were to streamline reporting across regions by creating a centralised dashboard that allowed segmentation by region, enabling marketing managers to view performance metrics tailored to their specific markets. By leveraging GA4’s advanced event-based tracking model, we aimed to capture detailed insights into user behaviour across the client’s property portfolio.
Challenges
Several challengers were overcome during this project:
Complex Data Structure: The client operated multiple regional websites, each with unique tracking requirements and localised campaigns.
Inconsistent Data Collection: Some regions used outdated tracking setups, resulting in gaps and discrepancies in the data.
Cross-Platform User Journeys: Users often interacted with multiple websites and platforms before converting, requiring a unified view of the customer journey.
Custom Metrics for Each Region: Regional teams needed custom metrics and KPIs that varied based on local business goals.
Services
1. GA4 Migration and Audit
Conducted a comprehensive audit of the client’s existing analytics setup to identify gaps and inconsistencies.
2. Event-Based Tracking Implementation
Configured custom events to track user interactions, such as property inquiries, brochure downloads, and virtual tour engagements.
3. Designing the Regional Dashboard
Developed a centralised dashboard in Looker Studio, pulling data directly from GA4.
Included region-specific filters, allowing marketing managers to
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4. Custom Metrics and Goals
Created custom metrics tailored to each region, such as local ad campaign performance and region-specific property inquiries. Set up custom conversion goals in GA4 to align with regional business objectives.
5. Training and Support
Conducted training sessions for marketing managers to ensure they could navigate and interpret the dashboard effectively. We provided documentation and ongoing support to address any questions or updates.
Services Provided
Heres the benefits our services provided to this client:Accessible Data
The new dashboard provided a single source of truth for all regional teams, eliminating data silos and enabling consistent reporting across the globe.
Localised Insights
Marketing managers could now access real-time data specific to their region, empowering them to make data-driven decisions tailored to local markets.
Campaign Performance
With detailed insights into user behavior and campaign ROI, the client optimised their marketing strategies, leading to a 20% increase in qualified leads within three months.
Enhanced Collaboration
The dashboard fostered better collaboration between regional and global teams, ensuring alignment on key metrics and business goals.