Marketing Analytics Case Study

Key Opportunities

Ensure data accuracy by resolving duplicate pageviews and odd bounce rates, which were affecting marketing data and reporting accuracy.

Successfully navigate UA sunsetting and transition reporting/dashboards to GA4, along with daily storage in BigQuery for multi-year comparisons.

Glean more insight into customer behavior and learn how visitors interact with the Envestnet website by understanding the typical user journey and friction points.

Where We Began: Determining Data Accuracy

Foundational data errors prevented Envestnet from understanding how its website was performing. We began our audit here, identifying custom journey points of friction using Google Analytics and Google Search Console.

To give the Envestnet team greater access to key metrics (and better monitor their web performance), we created a real-time, evergreen Looker Studio dashboard supported by BigQuery daily storage. We also created an Envestnet campaign-focused dashboard as an example of modeling these tools’ usefulness with other campaign reports.

Centralizing and Automating Marketing Data Visibility

Marketing data visibility matters because it helps businesses understand how their website is performing, as well as how visitors are using it. It also offers insights on cross-channel marketing efforts, saving businesses time and energy sifting through piles of irrelevant information.

With this in mind, Noble Studios set out to centralize and automate Envestnet’s marketing data. We pulled data from multiple platforms, including GA4 and BigQuery. Then, we created a dashboard that would let Envestnet access that data and analyze web performance for years to come. Not only did we provide the tools needed for enhanced campaign performance reporting, we also offered a way for Envestnet to assess its overall marketing performance via multiple digital marketing sources.

Solving Data Difficulties, One Audit at a Time

Noble Studios conducted a marketing data accuracy audit and customer journey analysis to get to the bottom of Envestnet’s data difficulties. During our audit, we identified an iframe tracking error causing an odd bounce rate, and quickly resolved it. We also conducted a Google Analytics 4 audit, during which we analyzed Envestnet.com’s web performance from the start of their new website: behavior flow, top pages, engagement metrics, channels, devices, locations and more. We learned what users are doing, how they’re using the website, and gathered key information that will help the Envestnet marketing team make data-driven decisions.