This Success Case from Visionnaire shows that it is not enough to just have the tools, it is necessary to know how to use them
A car without tires is still a car and can even run, but the consequences are dire for everyone involved. The wheels will be destroyed, the asphalt will be marked, and the car will most likely not reach its destination. All due to the misuse of such an efficient tool when properly prepared and used.
We at Visionnaire have already dealt with projects that can be compared to this situation: the tools exist and are available, but they are not being used optimally, causing the results to be nothing more than negative.
This is the case of a consultancy project that we carried out for Gazeta do Povo, one of the largest newspapers in Brazil. Its portal was making use of Google Tag Manager (GTM) and Google Analytics, however, they were not configured properly. Consequently, they were not helping Gazeta do Povo’s technical team in the purpose of data collection and analysis.
To resolve the issue, we at Visionnaire proposed and executed a consulting solution that encompassed several activities to train Gazeta do Povo’s team and improve their Digital Marketing work.
It all started with a diagnosis of the situation of the Gazeta do Povo sites through an analysis of the Google Analytics and Google Tag Manager settings. Then, these tools were reconfigured, and the team was trained to continue using the correct settings.
This is what allowed Gazeta do Povo to efficiently analyze data such as total visits, traffic sources and access device, solving the problems caused by the previous misuse of the tools. The new configuration also made it possible to assess visitor behavior and engagement on many pages, including the execution of a subscription.
In the following stage, a training program was carried out for both Technology and Marketing professionals at Gazeta do Povo, with the aim of enabling them to operate Google Tag Manager more efficiently.
This case is a great example that, often, the solution is not to change a tool or create a new one. Just knowing how to diagnose what is wrong and making the best use of it may be enough. And, of course, leaving a legacy of knowledge for everyone involved.
Learn more about this Success Case at the link:
https://www.visionnaire.com.br/en/Gazeta-do-Povo--Digital-Marketing-Consulting
