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The Google Analytics 360 Suite offers AIDA Cruises insights and efficiencies at scale
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Marine & Shipping
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
Services
- Data Science Services
- System Integration
The Challenge
AIDA Cruises, a market leader in the cruise industry, wanted to understand the online journey of its customers: how customers were acquired, how they behaved, and when they converted. The company aimed to offer guests an unparalleled vacation experience, improve the environment, and create a secure, success-oriented future for all employees. AIDA needed to relaunch thousands of pages, including a full online booking system, and track the results. The company wanted to create an agile and scalable reporting and analysis environment to help all teams access data to enable better decisions.
About The Customer
AIDA Cruises is a market leader in the cruise industry, offering cruises as a modern lifestyle product. The company is based in Germany and plays a key role in the European market. Vacationers come to the AIDA website from all over Europe to learn about cruises and book options before, during, and after their journeys. AIDA's goals are to offer guests an unparalleled vacation experience, continue to improve the environment, and create a secure, success-oriented future for all employees.
The Solution
AIDA partnered with Trakken, a Google Analytics 360 authorized reseller, to create a best-in-class analytics environment using the Google Analytics 360 Suite. Trakken set up Google Analytics 360 and Google Tag Manager 360 to create an agile, scalable environment for data reporting and analysis. Tag Manager 360 made it easy for the AIDA team to deploy and test new tags on all pages, and to standardize tag code and quality across all AIDA domains. The faster Tag Manager 360 deployment process required far less time and input from AIDA’s IT team, reducing the time needed to deploy new tags from 21 days to a single day. Trakken implemented auto-event tracking, a Tag Manager 360 solution that automatically generates an event each time a person clicks an HTML element within a page. This event can be sent to Analytics 360 using an event tracking tag. Coupled with e-commerce tracking, event tracking tags gave AIDA a deeper and clearer view of customers’ actions.
Operational Impact
Quantitative Benefit
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