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Higher Education

Digital Transformation through Google Analytics Implementation at an Ivy League Medical School

Evolved understanding of the user’s journey helps define benchmarks, budget & convert leads.

Business Challenge

The medical school’s website was undergoing a re-design and required evolving its analytics strategy. The planned launch included a number of microsites on the same platform. The school wanted a simple method of identifying traffic to each microsite. The existing Google Analytics implementation included multiple GA accounts, resulting in disconnected data. The marketing and analytics teams requested tracking that would provide insight into the flow of traffic and a user’s journey across all properties, including their lead form, which was hosted by their CRM tool. The medical school was reaching the limitations of free Google Analytics, primarily data sampling.

Solution

To address the medical school’s needs, Further did these things: 

  • Hosted several stakeholder interview sessions to understand the school’s holistic goals, each team’s objectives and challenges, and the business requirements. 
  • Created a measurement plan and analytics solution design based on the medical school’s goals and business requirements.   
  • Implemented the solution design including configuring Google Analytics via Google Tag Manager, defining UTM tracking for marketing campaigns and collaborating with the client’s developers where needed. 
  • Implemented a custom integration solution to pass campaign data on lead forms to the CRM (Salesforce) for better lead conversion analysis.
  • Migrated the school’s Google Analytics to GA4 and upgraded them to GA360. 
  • Provided training sessions to build internal capabilities and ensure key stakeholders could effectively and efficiently use Google Analytics for their needs. 

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Business Impact

  • The medical school now has a simplified analytics implementation in a single GA360 account, with an architecture that allows for holistic and segmented data views to meet all business requirements.
  • This new implementation provides the marketing and analytics teams with greater access to data and the ability to create critical analyses such as traffic trends across their microsites, relative referrals to other University websites or application platforms, and user engagement with content modules and videos. 
  • The marketing team now has the ability to tie conversions to lead sources and make more strategic budget allocation decisions.
  • The site experience and analytics teams now have the ability to define benchmarks, set goals with confidence, and use data to inform microsite changes or optimizations.

“Having this information has vastly improved and helped to inform our strategy. For example, we used to rely heavily on paid or rented email lists but now we can show that most of our conversions are a result of our paid search/paid social efforts…and we are better able to redirect our efforts and dollars.”

Associate Director of Digital Marketing and Creative Services

Office for External Education

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