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Migration to GA360, BigQuery integration and continuous CRO with Optimize360

London North Eastern Railway

LNER train at platform

The challenge

Our initial brief was to migrate all existing tracking from WebTrends to an alternative analytics platform. Additionally there was a requirement to feed onsite user behaviour to various CRM systems from this high volume, complex, rail ticket provider.

What did we deliver?

GA360 implementation, in excess of 1,000 lines of custom GTM tracking plus real time and batch feeds to BigQuery. Once data collection was complete we set about giving instant, real time reporting of new product features via DataStudio. This paved the way for a fully managed optimisation programme with Google Optimize, the platform of choice.
Illustration of data file being inspected Ongoing Data Quality Assurance with tag and data quality assessments
Illustration of control board dials Optimisation programme using Google Optimize, delivering over 30 experiments in our first year and increasing mobile conversion rate over 3%
Quarterly insights package using Google Analytics Quarterly insights package using Google Analytics
Bar chart with growing trend analysis Dashboard suite allowing LNER product/marketing teams to self serve insights
Risk-averse GTM implementation separating core tracking from Media tracking Risk-averse GTM implementation separating core tracking from Media tracking

Key takeaways

  • Analytics strategy & migration from WebTrends to GA360 including setup of BigQuery to deliver Intelligent CRM
  • Ongoing technical support & data quality validation with real-time monitoring
  • Google Optimize 360 activation aligned with LNER marketing & product leads plus managed services

Working with Kin + Carta to embed Experimentation activity within our business has been a real success. Their passion and experience when it comes to improving the customer experience through A/B testing has been infectious. We now challenge most business decisions with experimentation logic, and Kin + Carta have been crucial to ensuring we think in this way.

Austin Houghton-Bird - Web Product Manager at LNER
Google Analytic icon Analytics
Google Data Studio logo Data Studio
Google Optimize logo Optimize
Google Tag Manager Logo Tag Manager

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