Summary

University colleges, departments, and programs can be highly-fragmented, often operating independently from one another. This translates to the digital realm where multiple vendors are involved across various segments of the site, each of which are managed by different stakeholders.

Our Role

Audit the existing tracking infrastructure, identify potential gaps in the data model, and develop a centralized tagging solution that supports accurate tracking for various stakeholders and vendors.

Our Strategy

Create a single Tag Management System to deploy all marketing tags which allows for parity across services and ensures data gaps are minimized. This centralized resource establishes a flexible data model that enables streamlined deployment and can easily be modified at any time.

• Utilize Google Tag Manager to store all marketing tags
• Audit and migrate all existing tags
• Audit and deploy Google Tag Manager across all existing websites

Bottom Line

Accurate data in digital marketing platforms is crucial for making informed decisions and optimizing campaigns effectively. Without a robust and reliable tag management system to support the complexities of a university, marketing efforts will rely on misguided strategies that only lead to wasted spend and missed opportunities.