Our client, a Swiss insurance company, operates in a highly competitive global market where efficient use of data is crucial for success. Until now, the company used two competing analytics tools and a tag management system (TMS) to serve the needs of over a dozen marketing teams in various markets. All the tools were centrally maintained by one team.
The growing number of platforms worldwide and their technological differences led to increasing complexity, making the existing centralized management increasingly inefficient. Over the years, the legacy tag management system and the data layer evolved into a complex network that made adjustments for individual markets challenging and required significant technical expertise. This complexity not only hampered operational efficiency but also drove up costs due to the need for additional licenses for various tools.
The company needed a simpler, more affordable solution. This project marked a true paradigm shift for the analytics team!
Smooth transition: TMS migration and data layer concept
FELD M supported the client with planning the migration from the current Tag Management System (TMS) to Google Tag Manager, ensuring that markets could use the new tool before the license for the existing tool expired. This was also a prerequisite for the client's next step: reducing the analytics toolset to one tool (Google Analytics 4) that all markets will use going forward.
FELD M had regular meetings with the client that focused on defining the desired state of the new implementation. A list of required use cases was defined, and responsibilities were established. FELD M's role was to propose a migration process that the client independently orchestrated internally across various markets. FELD M then created a data layer concept and built GTM blueprint containers. Given the number of teams involved and dependencies related to the availability of IT teams and product development cycles, communication had to be exemplary.
In addition, FELD M oversaw the gradual decommissioning of the existing TMS, ensuring that the client incurred no unnecessary licensing costs.
As a result, the client’s team received comprehensive documentation of the data layer and GTM blueprints, with Google Consent Mode 2.0 pre-configured for seamless integration with OneTrust, their chosen consent management platform.
Streamlined operations and substantial cost reductions
Focusing on a single vendor streamlined operations and reduced maintenance and licensing costs by a low six-figure amount annually. The smooth transition boosted the central analytics team’s credibility within the company, allowing them to reallocate resources effectively and dedicate more time to supporting market teams eager to expand their capabilities.
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