International Airport Case Study
Analytics Configuration for Major UK International Airport
The Backstory
A Major Top 5 UK International Airport in the West Midlands, serving millions of travellers annually, launched a new website to provide a smoother experience for passengers, partners, and stakeholders.
The project’s primary focus was to ensure that the site’s analytics were correctly set up and migrated to the new site without data loss. Multiple digital agencies were simultaneously managing different parts of the project, our goal was to oversee all the changes and make sure they worked together with no disruption.
Additionally, the goal was to clean up the outdated tags and events, to optimise the structure for better analytics reporting, and to also configure all tracking to be compliant with GDPR and other data privacy regulations.
The Challenge
- Coordination Across Multiple Agencies: Several agencies were working on various tasks inside the Tag Manager, which required seamless communication to ensure all events and tags were functioning correctly without overlap.
- Complex Tag Management: The existing tag infrastructure was outdated and confusing, with many redundant tags and events that needed to be cleaned up or removed. Proper event tracking was critical, and we had to ensure that the new tags and events worked as intended across the website.
- GDPR Compliance: As with any large public-facing website, ensuring full compliance with GDPR was critical. This included reviewing all existing tags and implementing processes to ensure that data collected was done legally and transparently.
- Smooth Analytics Migration: The analytics migration had to be seamless to avoid any disruption in data collection or reporting. Historical data needed to be retained, and new tracking had to be aligned with the business’s reporting needs.
The Results
We worked closely with the team at the airport to ensure that all of the objectives were met efficiently:
- Streamlined Tag Management: All redundant and outdated tags were removed, leaving a clean, well-organised structure in the Tag Manager. This reduced clutter, improved site performance, and ensured that future tag management would be easier to maintain.
- Improved Event Tracking: We established a clear structure for event tracking that allowed for detailed insights into user behaviour across the site. This helped in aligning analytics with business goals, providing better insights for decision-making.
- Full GDPR Compliance: We ensured that all tags and tracking complied with GDPR regulations by auditing the entire tag infrastructure and setting up a system to manage user consent. This gave the major UK airport confidence that its site would continue to meet privacy standards.
- Seamless Migration: The analytics migration was completed smoothly without any data loss or disruption. All historical data was preserved, and new tracking was implemented, ensuring the team could continue their reporting without interruption.
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