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Executive summary
IndusInd Bank, a leading new-generation Indian bank, sought to improve its web analytics capabilities to gain deeper insights into customer behaviour and optimise its online services. Envigo implemented a comprehensive Google Tag Manager (GTM) solution that streamlined tag management across multiple domains and subdomains, enabling accurate tracking of user journeys and events. This resulted in reduced IT dependency, improved data collection, and more effective data-driven decision-making for IndusInd Bank.
The challenge
IndusInd Bank faced several challenges with its web analytics setup:
Dependency on ITRelying on IT teams to implement tracking tags created delays and hindered the bank’s ability to gather timely data. |
Complex domain structureTracking user behaviour across multiple domains and subdomains required a robust and flexible solution. |
Multiple properties and viewsManaging multiple properties and views in Google Analytics demanded efficient tag management and organisation. |
User journey trackingUnderstanding the complete customer journey across different touchpoints was crucial for optimising online experiences. |
The solution
Envigo implemented a comprehensive web analytics solution leveraging Google Tag Manager (GTM):
Collaborative requirements gatheringEnvigo coordinated with various IndusInd Bank teams to thoroughly understand their specific tracking needs and objectives. |
Thorough auditA detailed audit of the existing tracking code implementation was conducted, including a review of individual pages and existing analytics setups. |
GTM implementationEnvigo implemented GTM event tracking tags across all relevant domains and subdomains, ensuring consistent data capture across the bank’s online presence. |
Rigorous testingAll GTM tags were thoroughly tested using a separate UA-ID before being deployed live, ensuring accuracy and minimising disruption to the bank’s website. |
Results and impact
- Reduced developer dependency: GTM empowered IndusInd Bank’s marketing team to manage tracking tags independently, significantly reducing reliance on IT resources and accelerating deployment times.
- Improved data collection: The implementation of GTM enabled accurate and comprehensive tracking of user behaviour across all domains and subdomains, providing valuable insights into customer journeys.
- Enhanced user journey tracking: Envigo implemented event tracking and funnel setup in Google Analytics, allowing IndusInd Bank to analyse user flow, identify bottlenecks, and optimise conversion paths.
Key features
- Google Tag Manager: GTM’s flexibility and ease of use were crucial in enabling IndusInd Bank to manage tracking tags efficiently across its complex domain structure.
- Cross-domain tracking: Envigo’s expertise in cross-domain tracking ensured accurate data collection across all of the bank’s web properties.
- Event tracking and funnel analysis: The implementation of event tracking and funnel visualisation provided valuable insights into user behaviour and conversion paths.
Final words
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Other Case Studies
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