Case studies

INSEAD's Journey to Google Analytics 4 (GA4): Empowering & Upskilling Teams through a Tailored Training Programme

INSEAD partnered with Sparkline to implement Google Analytics 4 (GA4) and conducted customized virtual training workshops, resulting in 25-30 employees gaining the skills to analyze user behavior, create customized reports, and leverage GA4’s data insights for improved decision-making

Project Overview

INSEAD's journey to Google Analytics 4 (GA4) in collaboration with its digital analytics consultant, Sparkline, marked a pivotal moment in their data strategy, encouraging INSEAD to continue investing in their employees’ learning and development across the new platform in order for teams to gain a strong foundation in GA4

About Organization:

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.

Goals:

  • With the transition to Google Analytics 4, INSEAD’s marketing and business teams were required to learn and upskill themselves on the new interface and features available on GA4.
  • INSEAD wanted to ensure its employees are at the forefront of Data Insights and Utilisation, understanding how to best leverage GA4 in order to uncover key insights.
  • Departments needed to understand key fundamentals of the platform to address critical business questions such as identifying the performance of their KPIs, pulling out relevant reports and campaign insights.

Project Execution

Sparkline worked with INSEAD’s marketing and business teams to identify and customise a virtual GA4 Training Workshop session, held across four 2 - hr sessions tailored to INSEAD’s needs and requirements.

  • This workshop included GA4 demos, interactive quizzes and exercises to engage with participants and understand their learnings throughout.
  • The workshops were held in this sequence, each with a curated outcome and objective to address INSEAD’s requirements and pain points:
  1. Understanding the fundamentals of GA4
  2. Exploring GA4 properties and tracking, analysing user behaviour and conversions
  3. GA4 Setup: Establishing KPIs (Conversion) to Verification
  4. Data Interpretation, Reporting and Visualisation in GA4
  • Sparkline tailored its Training materials and curriculum based on INSEAD’s needs, with an in-person training not feasible due to the need to accommodate teams both in Singapore and France as well.
  • To ensure no question or query was left unanswered, Sparkline ensure at least two practitioners jointly delivered each training workshop for a seamless learning experience.

Project Results

  • Post-the training workshops, INSEAD achieved a total of 8 hours of learning and enablement across GA4.
  • 25 - 30 INSEAD members completed the training sessions and are actively participating and making full use of GA4 to gather actionable insights.
  • INSEAD can now understand the key fundamentals of GA4, including its features and various tabs across the interface.
  • INSEAD can now analyse their user behaviour journeys and pull out relevant reports and based on the relevant events eg.form submit
  • INSEAD has a better understanding of data visualisations and reporting types as presented in the training, including being able to pull out their own customised dashboards and reports.

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