Executive summary
ITC Hotels, one of India’s largest and most luxurious hotel chains, needed a robust web analytics solution to track user behaviour across its complex online ecosystem and gain deeper insights into customer journeys and conversions. Envigo implemented a comprehensive Google Tag Manager (GTM) solution that streamlined tag management enabled accurate cross-domain tracking, and facilitated enhanced e-commerce tracking. This resulted in reduced IT dependency, improved data collection, and more effective data-driven decision-making for ITC Hotels.
The challenge
ITC Hotels faced several challenges with its web analytics setup:
Dependency on IT
Relying on IT teams to implement tracking tags created delays and hindered the hotel chain’s ability to gather timely data. |
Complex domain structure
Tracking user behaviour across multiple domains and subdomains, including the booking engine, required a robust and flexible solution. |
Multiple properties and views
Managing multiple properties and views in Google Analytics for each hotel demanded efficient tag management and organisation. |
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User journey tracking
Understanding the complete customer journey on the booking engine, from search to reservation, was crucial for optimising conversions. |
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Enhanced e-commerce tracking
Detailed tracking of e-commerce activities, such as room selections, add-ons, and transactions, was essential for revenue analysis and optimisation. |
Hotel-wise conversion tracking
Tracking conversions and attributing them to specific hotels was vital for performance evaluation and marketing campaign optimisation. |
Third-party pixel implementation
Implementing and managing third-party pixels for marketing and retargeting purposes required a streamlined approach. |
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The solution
Envigo implemented a comprehensive web analytics solution leveraging Google Tag Manager (GTM):
Collaborative requirements gathering
Envigo coordinated with various ITC Hotels teams to thoroughly understand their specific tracking needs and objectives. |
Thorough audit
A detailed audit of the existing tracking code implementation was conducted, including a review of individual pages and existing analytics setups. |
GTM implementation
Envigo implemented GTM tags across all relevant domains and subdomains, ensuring consistent data capture across the hotel chain’s online presence. |
Custom tag configuration
Envigo configured custom tags to track user interactions on the booking engine, enable enhanced e-commerce tracking, and facilitate hotel-wise conversion tracking. |
Third-party pixel integration
Envigo streamlined the implementation and management of third-party pixels within GTM. |
Rigorous testing
All GTM tags were thoroughly tested using a separate UA-ID before being deployed live, ensuring accuracy and minimising disruption to the hotel’s website and booking engine. |
Results and impact
- Reduced developer dependency: GTM empowered ITC Hotels’ marketing team to manage tracking tags independently, significantly reducing reliance on IT resources and accelerating deployment times.
- Improved data collection: The implementation of GTM enabled accurate and comprehensive tracking of user behaviour across all domains and subdomains, providing valuable insights into customer journeys.
- Enhanced booking engine tracking: Envigo’s solution enabled detailed tracking of user interactions on the booking engine, allowing ITC Hotels to analyse user flow, identify bottlenecks, and optimise conversion paths.
- Effective conversion tracking: Accurate conversion tracking for each hotel provided granular insights into booking performance and marketing campaign effectiveness.
Key features
- Google Tag Manager: GTM’s flexibility and ease of use were crucial in enabling ITC Hotels to manage tracking tags efficiently across its complex domain structure.
- Cross-domain tracking: Envigo’s expertise in cross-domain tracking ensured accurate data collection across all of the hotel chain’s web properties.
- Enhanced e-commerce tracking: The implementation of enhanced e-commerce tracking provided valuable data on booking behaviour, revenue, and popular room choices.
- Custom tag configuration: Tailored tag configurations addressed ITC Hotels’ specific tracking requirements, including hotel-wise conversion tracking and third-party pixel integration.
Final words
Is your business struggling with website analytics? Contact Envigo today for a free consultation and learn how we can help you unlock the power of your data.