Revolutionazing Pet Insurance
IPG, one of the largest pet insurance and services organizations in North America, faced the challenge of integrating and harmonizing its data analytics across multiple pet insurance brands, including ASPCA, FIGO, Pets Plus Us, AKC, and PPI.
Each brand operated with different sales flows and technologies, resulting in scattered data and inconsistent reporting.
Recognizing the need for a unified approach to data management and analytics, IPG partnered with Nybble Group to standardize data collection, improve conversion tracking, and create a cohesive set of dashboards that would deliver clear insights, enhanced data visualization, and storytelling across all brands.
Challenges
The primary challenge Nybble Group encountered was adapting traditional GA4 metrics and measurements to an unconventional ecommerce model like pet insurance.
Unlike traditional products, pet insurance policies are not standardized; they vary based on factors such as breed, age, and specific needs of each pet. Additionally, users can quote insurance for multiple pets in a single purchasing process, further complicating the collection and visualization of accurate data.
This challenge was compounded by the need to collaborate with multiple development teams, both internal and external, assigned to each brand. Adapting GA4 requirements to accurately capture and process this information was crucial to ensuring that the metrics were precise and valuable for strategic decision-making, including benchmarking key KPIs, brand-by-brand comparisons, and conversion optimization.
Goals
- GA4 Metrics Adaptation: Configure data collection processes in GA4 to accurately reflect the complexities of the pet insurance purchasing process, including capturing specific data such as breed, type of coverage, and other relevant factors.
- Data Standardization:Unify the presentation of data across different brands so that it can be viewed coherently and comparably, both individually and combined, through a dashboard in Looker Studio.
- Conversion Optimization: Improve IPG's ability to track, measure, and optimize conversion funnels across its various brands, facilitating the identification of opportunities to increase efficiency and profitability.
- Delivering Technological Solutions: Provided guidelines on how to build the Data Layer code specific to each brand and developed individual and combined dashboards to offer a comprehensive view of sales and conversion performance.
Technologies and Solutions
- Google Tag Manager (GTM): Customized GTM implementations for each brand, ensuring that key events and conversions were captured accurately and consistently across all platforms.
- Google Analytics 4 (GA4): Adaptation of GA4 to handle the complex data requirements of IPG's sales processes, including policies for multiple pets and varied customer data inputs.
- Looker Studio: Development of detailed dashboards in Looker Studio that provided both brand-specific views and aggregated views of performance metrics, enabling IPG to monitor and compare data across its entire brand portfolio.
- Custom Development Support: Provision of additional development resources to IPG, ensuring timely and high-quality implementation of data integration and analysis solutions.
Results
- Unified Data Standardization: Nybble Group successfully standardized data collection across all IPG brands, enabling consistent and accurate tracking of key metrics. This standardization allowed IPG to compare performance across its brand portfolio for the first time, delivering valuable business insights.
- Coherent Dashboards: Individual dashboards for each brand, as well as an aggregated dashboard for all brands, were developed. These dashboards provided a unified, clear view of key performance metrics across IPG’s entire ecosystem.
- Improved Conversion Tracking: The standardized approach to data collection and tracking allowed IPG to accurately measure and optimize conversion rates and other KPIs across its brands.
- Enhanced Decision-Making: With unified data and dashboards, IPG was empowered to make data-driven decisions, improving overall business outcomes.
Client Feedback and Future Opportunities
IPG was highly satisfied with the outcomes, particularly the ability to view and compare standardized data across all brands in a clear and consistent manner. The project was delivered on time and within budget, with IPG highlighting Nybble Group's responsiveness, flexibility, and ability to meet tight deadlines.