Understanding Customer Journey: Product Analysis & Dashboarding

Skill IL is a product that aims to help people choose their career path and find a suitable education facility that can give them the certifications needed for the next step in their careers. The product is a multi-level funnel questionnaire that filters out the user's past experience, field of interest, and resume.

Behind Skill IL is JDC: The Leading Global Jewish Humanitarian Organization. And Israel's National Insurance Institute.

I was approached by the product manager, Amit, to set up an A-Z tracking and dashboarding setup. The problem was their inability to track user behavior and optimize the product funnel, not knowing where significant drop-offs are and how to perform ongoing improvements to the product.

My role was to introduce Google Tag Manager to track all key events and parameters. The data collection was meticulously done in Google Analytics 4, resulting in a clear and easily understandable data set. This clarity and ease of understanding will empower the team to make informed decisions. Finally, I proceeded to dashboard user behavior, providing the team with a clear view of the product's weak points for swift action.

Goals/Requirements: • Tag key events and parameters. • Differentiate between the long and short processes in the product • Track conversions • Send data to GA4 & BigQuery • Dashboarding via Looker Studio

All tracking processes begin with a good tracking plan made on a simple sheet, marking all events and corresponding parameters. Moving on to integrating GTM in the product involved communicating with the products development team and infusing some DataLayer pushes to enrich the data available to me in GTM. I then organized all tags and triggers in a way that would make sense, following a strict naming convention. Finally, I created a dashboard report in Looker Studio with multiple pages, including data visualization of key metrics and user behaviors. Final Results Snapshot 📸

🥇 Client Review:

"I had the pleasure of working with Moshe Y. , and I can confidently say that his expertise in digital marketing and analytics has significantly impacted our operations at JDC Israel. As a Product Manager overseeing a platform connecting individuals with courses for career advancement, I brought Moshe on board to implement site tagging. Moshe's utilization of Google Tag Manager showcased his technical prowess in tracking user behavior, providing valuable insights that have proven instrumental in refining our product. The data visualizations he created clarified our user interactions and became the backbone for ongoing improvements and effective AB testing. Working with Moshe felt like having a true partner invested in our success. His professionalism, attention to detail, and commitment"