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AccuWeather Unlocks Cross-Channel Impact Using Measurement Protocol in Google Analytics Premium
Technology Category
- Analytics & Modeling - Data-as-a-Service
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
AccuWeather, the world’s largest weather media company, was facing a challenge in tracking the effectiveness of its various customer touchpoints. The company provides real-time weather information through its website, mobile apps, and custom email services. However, it was struggling to collect data from each of these touchpoints for a comprehensive analysis. The company wanted to evaluate how many of its weather forecast email alerts were being opened and attribute credit to campaigns that drove users to app store pages. Additionally, some users were interacting with AccuWeather’s content on devices that did not support JavaScript, requiring a different solution. The team wanted to collect this new data without compromising the company’s fast and simple user experience.
About The Customer
AccuWeather is the world’s largest weather media company, providing real-time weather news and information 24 hours per day. The company has a strong digital presence and provides its services to more than 1 billion people who rely on its services every day. AccuWeather operates globally and has its headquarters in State College, Pennsylvania. The company provides its services through its website, AccuWeather.com, various mobile apps, and custom email services. AccuWeather's customers interact with these different products and multiple campaign media, making it crucial for the company to have a robust solution that collects data from each touchpoint and facilitates a comprehensive analysis.
The Solution
To get a holistic view of its audience and collect accurate data, AccuWeather used Google Analytics Premium and its Measurement Protocol feature. This feature allows organizations to send data to Google Analytics Premium from any internet-connected device. Using the Measurement Protocol, AccuWeather was able to effectively collect information about how its audience engages through email, offline campaigns, and other devices. After collecting this data, it was able to analyze the complete picture using the Google Analytics Premium reporting interface. The integrated solution of Google Analytics Premium plus the Measurement Protocol allowed AccuWeather to track a variety of the company’s services simultaneously from one source. This solution enabled AccuWeather to measure how many users opened these emails and relate that data to other engagement metrics. It also allowed AccuWeather to collect information about user interactions with third-party app stores and send it to Google Analytics Premium. Finally, AccuWeather was able to capture traffic coming from mobile devices that don’t support (or have disabled) JavaScript, thereby gaining a more holistic understanding of its mobile audience.
Operational Impact
Quantitative Benefit
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