Wildlands partnered with Fáilte Ireland’s Digital that Delivers program to elevate its digital measurement capabilities. The primary objective was to optimise Google Analytics 4 (GA4) and integrate it with BigQuery to improve marketing measurement accuracy, conversion tracking, and advanced analytics capabilities.
Wildlands had a wealth of marketing analytics and customer data that hadn’t been audited. They also had multiple disconnected booking systems and missing conversion events which added a layer of complexity to marketing measurement. The lack of reliable data and disconnected systems was limiting visibility into customer behaviour, making it difficult to optimise marketing performance, demonstrate ROI, and support future growth.
Conducted a full audit and resolved tracking discrepancies, implemented cross-domain tracking, and fully integrated both booking engines.
Configured and deployed tracking for key events including lead generation, purchases, newsletter sign-ups, and social media interactions.
Dashboards were crafted to be user-friendly, allowing the
organisation to drive strategic decisions and enhance marketing initiatives effectively.
Delivered a detailed handover workshop along with comprehensive technical documentation to support internal ownership and maintenance.
Significantly improved accuracy in marketing performance measurement
Enabled robust ROI analysis and accelerated speed to insight through an interactive dashboard
Established a scalable analytics infrastructure, supporting future growth and advanced segmentation.
Increased operational efficiency via structured handover and clear documentation.
