✦ Case Studies
Wildlands Marketing Measurement Case Study
CLIENT
Wildlands partnered with Fáilte Ireland’s Digital that Delivers program to elevate its digital measurement capabilities. The primary objective was to optimise Google Analytics 4 (GA4) and integrate it with BigQuery to improve marketing measurement accuracy, conversion tracking, and advanced analytics capabilities.
THE CHALLENGE
Wildlands had a wealth of marketing analytics and customer data that hadn’t been audited. They also had multiple disconnected booking systems and missing conversion events which added a layer of complexity to marketing measurement. The lack of reliable data and disconnected systems was limiting visibility into customer behaviour, making it difficult to optimise marketing performance, demonstrate ROI, and support future growth.
SOLUTION
GA4 Implementation & Audit
Conducted a full audit and resolved tracking discrepancies, implemented cross-domain tracking, and fully integrated both booking engines.
Advanced Event Tracking
Configured and deployed tracking for key events including lead generation, purchases, newsletter sign-ups, and social media interactions.
Data Warehouse & Reporting
Dashboards were crafted to be user-friendly, allowing the organisation to drive strategic decisions and enhance marketing initiatives effectively.
Handover & Training
Delivered a detailed handover workshop along with comprehensive technical documentation to support internal ownership and maintenance.
BUSINESS IMPACT
Enhanced Measurement Accuracy
Significantly improved accuracy in marketing performance measurement
Scalable Analytics Infrastructure
Established a scalable analytics infrastructure, supporting future growth and advanced segmentation.
Streamlined Operational Efficiency
Increased operational efficiency via structured handover and clear documentation.