Threshold Sports is an events agency based in south-west London. They have worked on some of the most well-known events in the United Kingdom and across the world. Such as Ride Across Great Britain, the Trail Series and many others.
Digital Playmakers worked with Threshold Sports to audit its digital ecosystem and supercharge their Google Analytics setup. Making the necessary changes around their data mapping and settings, whilst also implementing cross-domain advanced e-commerce tracking and reporting. Enabling them to trust the data and have confidence in their metrics, which in turn allows them to make data-driven business decisions, pushing them in the right direction.
Due to the volume of events Threshold run, there is also a high volume of data. Consolidating, cleaning and segmenting the data into easily readable and digestible chunks was our main priority.
We undertook the following 3 step process to achieve success:
Upon mapping Threshold Sports data ecosystem we found a number of uncaptured data points that could have a massive impact on future acquisition marketing campaign performance. More data equals more opportunities for race registrations!
Consequently, using Google Tag Manager, Digital Playmakers took to a bit of tag housekeeping. Ensuring that only relevant and necessary tags were firing (and firing correctly).
Pixel and tag management is something we see overlooked all too often and can make the world of difference to the accuracy and precision of data. Implementing a complex network of tags and triggers we are able to confidently capture key marketing data across the entirety of Thresholds’ digital ecosystem, whilst being able to compare the data in the same Google Analytics account.
The same can be said for best practice implementation of Google Analytics on its front-end, regularly going under the radar. This is often brought to our attention when the data doesn’t make sense, or when someone with a fresh set of eager eyes is brought into the clients’ organisation.
In addition to enhanced e-commerce tracking, Digital Playmakers setup cross-device tracking and Thresholds new attribution project. This is Googles latest attribution analysis tool (most people don’t even know this exists yet!).
As a result of our work, Threshold Sports now has a complete 360-degree view on all of its event marketing data and ultimately its digital audience in one place. With Google Analytics now fully optimised Threshold is able to maximise Google Analytics capabilities and compare data points across all of its marketing channels.
