Creating consistency + accuracy across analytics + tracking—for better marketing analysis
Tags: Mobile Applications, Technology Strategy, Google Analytics, Google Bigtable, Bigquery, Tableau
Onduo—a Google-backed startup—is a virtual care program aimed at improving outcomes in type 2 diabetes patients. The Onduo team brought in Br8kthru to assess its omni-channel tracking + analytics, identify gaps and areas of opportunity, and implement updates to ensure consistent and accurate tracking across the entire user journey—-dramatically influencing marketing decisions in this organization poised for aggressive growth.
Discovery + Analysis
A fast-paced startup poised for national scale, Onduo needed to hone in analytics and tracking across the entire, omni-channel user-journey. Due to inconsistencies in the reported data between Google Analytics and Tableau, it was difficult to determine what was accurate and what wasn’t—ultimately affecting marketing decisions and limiting the ability to scale. With limitations due to strict HIPAA and PII compliance, creative solutions were needed to align cohesive tracking across multiple systems + platforms.
Strategies + Tactics
Br8kthru began by assessing and auditing Onduo’s analytics and tracking across platforms and throughout the user journey. After reviewing and identifying improvement opportunities, we worked collaboratively with the Onduo + Google Verily teams to reconfigure the tracking ecosystem across different platforms. First, we ensured patient registration funnel conversion steps were definitionally consistent between Google Analytics, Tableau and BigQuery. Then we:
Created a workbook which dynamically populated UTM campaign parameters for each channel—creating consistency + enabling cross-channel tracking.
Mapped conversion funnel stages across different platforms and data sources.
Implemented a custom ID parameter in Onduo’s proprietary data portal to track meaningful downstream conversions—and remain PII + HIPAA compliant—and be automatically populated into Google Analytics.
Facilitated training sessions with the Onduo team to overview the new data setup, review reporting views and collaborate on performance reporting + analysis
Results + Measurement
Onduo now receives more precise, more accurate and more consistent data across platforms throughout the entire user journey. Our work together also helped establish a foundation for Onduo to begin building a proprietary multi-touch attribution modeling tool.
Today, Onduo can make informed, data-driven decisions with confidence. This helps the Onduo team optimize its product, improve its marketing activities and scale across a growing member base—positioning the company for long-term (and rapid) success.