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Digital Analytics Measurement Strategy & Clickstream Migration

A Health Insurance client providing services throughout Eastern and Central NY state. Company’s Medicare Advantage plans are the highest rated in New York state and among the highest in the country on the 2021 Medicare Advantage honor roll.

Achievements
Developed dashboards, executive summaries, and weekly/monthly reports
Developed meaningful relationships to deliver strategic insight

Objective

The client has built an in-house Enterprise Data Warehouse (EDW) to centralize the business information from multiple sources and applications, and make it available for analytics and use across their organization.

The client was desired to send the clickstream data feed, from their member portal web and mobile app digital properties, into EDW for better business & marketing reporting. The objective was to link their GA Web property and Firebase Analytics property to BigQuery (BQ) and do the data export.

Solution

Performed audit of existing analytics set-up and conduct current maturity assessment; identify gaps, opportunities, and recommendations
Defined business objectives, KPIs, and supporting metrics based on business objectives and designed direction
Created enterprise Digital analytics architecture based on best practices
Worked with business owners to identify information needs and develop reporting
Created the migration plan for Web and Mobile App digital properties
Created datasets and GCS buckets for digital properties and automate the data export from BQ

Outcome

Developed dashboards, executive summaries, and weekly/monthly reports to measure against KPIs and other performance metrics

Developed meaningful relationships to deliver strategic insight and imparted recommendations that improved client’s marketing and business teams.

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