Understanding media impact on performance.
We developed a custom measurement strategy & implementation plan.
- Marketing Analytics + Measurement
The first step was to develop a custom measurement strategy and Google Analytics 360 implementation plan that would (1) isolate the metrics needed to facilitate this analysis and (2) effectively capture this data within the platform.
To bring this to fruition, the team addressed the needs of individual lines of business, USAA’s existing analytics platform, and the other components of its marketing technology stack.
We then supported USAA through the technical implementation of this plan, partnering closely with their internal marketing team to ensure that data was properly collected and that attribution could be calculated.
Our implementation plan laid the foundation for custom attribution.
- Provided accessibility to data that tied marketing efforts to specific steps in a consumer’s path to purchase in real-time (data that was not available prior to the implementation)
- Completed detailed cross-channel analysis that laid the groundwork for custom attribution models
- Built a strategic and technical roadmap on how to capture credit for calls generated by marketing initiatives
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