Grant Thornton were struggling to understand the data from 90 websites in context. We implemented a global tracking project, delivering better business insight and more effective allocation of spend.

"I've been really impressed with the work the team at SearchStar have done for us. We were originally only looking for support on Conversion Optimisation, but thankfully we discovered the great work they're capable of with Analytics and Data Studio too.

"It's clear to us why they are Google Certified Partners; the dashboards developed have saved us time & money, plus allowed us to uncover insight for our territory teams globally."

Matt Cooksley, Associate Director, Grant Thornton

Grant Thornton

Grant Thornton is one of the world’s leading independent audit, tax and advisory organisations. Their company revenue exceeds $1.7 billion PA and operates 59 offices through over 90 websites in all regions.

The main aim of their web presence is to promote the Grant Thornton brand, demonstrate thought leadership and, ultimately, drive new business leads.

The Objectives

Grant Thornton’s digital marketing team has three core issues they needed help with, the issues magnified by the size and scale of their digital real estate.

  1. Ensure consistent analytics tracking and measurement across all 90 websites

  2. Central place for campaign tracking from a global and country perspective

  3. Improved reporting and communication of data across their global digital teams

While these objectives were challenging, SearchStar’s expertise within Google Analytics and Google Tag Manager meant that we were more than confident that we would be able to deliver on all three.

The Approach

Typically, with any analytics project we start by creating a measurement plan. This includes all the necessary things to track on a website. What constitutes a ‘goal’, what needs to be set-up using event tracking, data layer requests and so on…

Following the creation of Grant Thornton’s plan we performed a thorough analytics audit. This helped us identify what was being tracked, what wasn’t, what was broken within analytics, and was technical configurations still needed to be created.

From a position of better understanding, we were then able to make significant changes and immediate improvements to their Google Tag Manager and Google Analytics implementation.

Their Results

Having made changes to their technical configurations in Google Analytics and Google Tag Manager, our team was able to implement consistent tracking across all 90 Grant Thornton websites, utilising a global tag management solution.

As a consequence, Grant Thornton are now able to understand user behaviour and track all of their KPIs at a global, as well as a country, level.

This has given them visibility on the performance of each country they operate in, helped them identify regional behavioral differences, and how marketing campaigns and content has performed. Fundamentally, this has meant that they have been better placed to direct spend where it is most effective.

Finally, a Google Data Studio implementation has transformed their reporting process and brought their data to life in a highly-visual and easily-shared way.

This allowed stakeholders and digital teams to understand their performance and support in making better business decisions. We are continuing to work with Grant Thornton on a monthly basis, providing consultancy on all things analytics and measurement.

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