Case studies

How INSEAD Utilizes GA4 for Enhanced Data Visualization and Insight-Driven Decision Making

INSEAD's transition to Google Analytics 4, guided by Sparkline, streamlined data tracking and introduced customized visualization dashboards, enabling multiple departments to access actionable insights for informed decision-making and improved collaboration.

Project Overview

INSEAD's transition to Google Analytics 4 in collaboration with its digital analytics consultant, Sparkline, marked a pivotal moment in their data strategy, emphasizing a visual approach for enhanced insights. This initiative signalled a commitment to precision and agility, setting the stage for a new era of data-driven excellence in education.

About Insead:

Established in 1957, INSEAD stands as a premier business school with campuses spanning Europe, Asia, Middle East and North America. Renowned for its global educational approach, it offers acclaimed MBA, Executive MBA, and Executive Education programs. With a focus on excellence, entrepreneurship, and responsible leadership, INSEAD consistently ranks among the top business schools globally.

To learn more, visit www.insead.edu

‍Challenges:

  • With the transition to Google Analytics 4, INSEAD prioritised migrating their main website to GA4, in order to ensure consistent data tracking and collection on the new GA4 property.
  • They faced the challenge of catering to diverse stakeholder requirements while designing GA4 dashboards that provided actionable insights for various departments.
  • Multiple departments required access to data for quick business decisions, necessitating a visual approach to retrieving these insights.

Project Execution

(1) GA4 migration across main website: insead. edu

  • Sparkline provided expert consultation to INSEAD, guiding the team through the complexities of the migration process.
  • This involved in-depth discussions to understand INSEAD's existing KPls and business goals such as form submission, site engagement, search utilisation before providing a curated implementation guide for INSEAD's development team.
  • Once Sparkline ensured this process was completed through intensive testing and validation, INSEAD was able to observe data collected on their GA4 property.

(2) GA4 Visualisation Dashboard

  • Sparkline collaborated with INSEAD's stakeholders to set up dashboards tailored to relevant KPIs.
  • This included selecting appropriate metrics, designing intuitive visualizations, and creating interactive features to enhance usability across departments.
  • Sparkline also conducted a comprehensive walkthrough of the dashboard to ensure stakeholders could effectively use and interpret the dashboard.

Project Results

  • Sparkline effectively assisted INSEAD in migrating their website to GA4, ensuring timely data collection for making informed business decisions.
  • This migration enabled comprehensive data tracking, providing INSEAD with a holistic view of user interactions, website performance, and marketing campaigns.
  • The concise visualization dashboards offered actionable insights, significantly reducing the time needed for manual report consolidation.
  • INSEAD can now quickly uncover key information on user engagement through various tools (e.g., program finder, scholarship finder, event finder) to understand user interests.
  • Additionally, the dashboards served as a central platform for collaboration, promoting a shared understanding of key metrics and insights across departments.

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