Streamlining Marketing Reporting: Integrity CE

Integrity CE, a leader in providing accredited continuing medical education (CME) for healthcare professionals, engaged Well-Oiled Marketing (WOM) to develop and implement a comprehensive marketing reporting structure. The project aimed to enhance data tracking, streamline reporting processes, and provide actionable insights for their marketing efforts.

IntegrityCE struggled with fragmented data collection and time-consuming manual reporting processes, which hindered their ability to gain actionable insights from their marketing efforts. They lacked a unified system to effectively track user behavior, measure campaign performance, and make data-driven decisions, ultimately impacting their marketing efficiency and ROI.

Fragmented data collection across various marketing channels

Time-consuming manual reporting processes

Limited visibility into user behavior and engagement

Difficulty in making data-driven marketing decisions undertook a comprehensive, seven-step approach to meet Integrity CE’s requirements:

Tracking Plan Development: Created a detailed tracking plan tailored to Integrity CE’s needs, focusing on accurate data capture across their digital properties. The plan highlighted the major web events and key performance indicators that Integrity CE would need to make data-driven marketing decisions.

GA4 Implementation: Fully implemented Google Analytics 4 (GA4), ensuring advanced tracking capabilities and future-proof analytics.

Server-Side Tracking: Set up server-side tracking to improve data accuracy and reduce reliance on third-party cookies.

Looker Studio Dashboard: Developed custom Looker Studio dashboards for real-time reporting and data visualization, allowing Integrity CE to easily monitor key performance indicators (KPIs).

Custom Explorer Reports in GA4: Built custom explorer reports in GA4 for deeper insights into user behavior and campaign performance.

Microsoft Clarity Setup: Integrated Microsoft Clarity for user experience (UX) recording and heatmap analysis, providing visibility into user interactions and pain points.

Training & Support: Provided in-depth training sessions to ensure the Integrity CE team could effectively utilize the new tools and reports, empowering them to make data-driven decisions. The implementation of the new marketing reporting structure provided Integrity CE with several key benefits:

Time Savings: The new reporting setup significantly reduced the time required to generate reports, allowing the marketing team to focus more on strategy and less on data collection.

Improved Accuracy: Enhanced tracking and server-side implementation led to more accurate data, providing better insights and more reliable metrics compared to the previous setup.

Enhanced User Experience Insights: The integration of Microsoft Clarity allowed Integrity CE to gain a deeper understanding of user behavior, leading to improved website performance and user satisfaction.

Actionable Insights: The custom reports and dashboards created in Looker Studio and GA4 enabled the team to easily track and analyze their marketing performance, leading to more informed decision-making.