Background and challenge
The brand is a first choice for fast travel up and down Taiwan. After pandemic restrictions eased, it wanted to ride the travel rebound by encouraging more people to become members and use its services. With many ways to book and collect tickets, and separate app and web versions, data collection, user identification and event tracking had become complex, and much of the data could not be used in marketing.
To make decisions on data, the brand chose CloudAD to implement Google Analytics 4 for sound online data and to use Google Cloud Platform for data integration, so it could understand customers better and turn data into a competitive advantage.
Four keys to transformation
CloudAD believes successful digital transformation rests on four foundations: tracking, identity, security and insight. Only then does data become a tool for decisions.
- Tracking: CloudAD implemented GA4 and ran requirement interviews across departments to close communication gaps. User actions that needed tracking were defined as events and documented with agreed naming, creating complete and accurate tracking.
- Identity: Google research shows more than half of consumers use at least five online sources before buying, and in recent years the share has reached a record high. To follow the journey, CloudAD built an automated single member ID that brings together members’ activity across several websites and two app versions (Android and iOS), capturing every touchpoint on the brand’s sites and apps.
- Security: awareness of information security has risen in recent years, and international brands are racing to respond. CloudAD built this into the implementation too: it transfers users’ digital footprints securely over SFTP to an on-premises database, protecting the brand’s data in transit.
- Insight: data on how members interact with the website, the content they browse, how active they are and what brings them back is combined with offline data into a 360-degree single member view, supporting one-to-one journeys and segmented communication.
In the digital wave, every brand needs a complete strategy for managing customer data and using it to drive marketing decisions. CloudAD offers an end-to-end solution covering data tracking, user identification, data security and value optimisation, helping brands build effective data management, gain valuable customer insight and drive customer engagement and business growth. If your brand is looking for a solution, get in touch.
