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Merlins largest and most complex brand.
I have found Mike to be massively knowledgeable on a vast array of subject and eager to share that knowledge. He's both a first rate trainer and also technically massively proficient.
Stats
Increased Accountability
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Merlin were able to add the tags they needed with ease. They could see which campaigns were working and which weren't.
Reduced Ad Spend
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With tag manager in place Merlin were able track affiliate partners and paid search for more effectively.
Faster Tag Impementation
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Merlins marketing team could add and remove tags whenever they needed without needing to wait for the IT team to plan it in.
Services
The team couldn’t collect the data effectively
Merlin are the largest attraction operator in Europe. They manage 89 websites across 22 countries for over 100 attractions but were frustrated by their tag management solution. They couldn’t add tracking and so wouldn't trust the data. Merlin were told by Google Analytics Partner agencies the challenge was too complex and there was no solution.
We provided consultancy and project management
Bespoke code & Google Tag Manager provided an effective tag management, tracking & reporting solution. We provided technical consultancy, project management & developed the code to host the GTM snippet. Planning & migration was required across multiple domains & websites to ensure no data was lost & the implementation was scalable.
The team can make well informed decisions
This enabled one of the most significant changes to the way Merlin controlled its data in years. The marketing team can now update tags when needed. The data analysts are confident in the data they are receiving. The stakeholders can increase the ad spend and see the impact.
Case Studies
We prepared a number of hands on workshops for the team. Starting right at the beginning with the fundamentals of Google Analytics through to advanced data analysis and optimi..
We conducted a full audit off the Google Analytics account. We worked closely with the web dev & marketing team to setup custom dimensions, content grouping. We created a new ..
Bespoke code & Google Tag Manager provided an effective tag management, tracking & reporting solution. We provided technical consultancy, project management & developed the co..