Revolutionazing Pet Insurance
IPG, one of the largest pet insurance and services organizations in North America, needed to unify and harmonize its data analytics across multiple pet insurance brands, including ASPCA, FIGO, Pets Plus Us, AKC, and PPI.
Each brand utilized distinct sales flows and technologies, resulting in fragmented data and inconsistent reporting. IPG sought a cohesive data management strategy to standardize data collection, improve conversion tracking, and create comprehensive dashboards that would offer clear insights, enhanced data visualization, and storytelling across all brands.
Challenges
The project’s primary challenge involved adapting traditional Google Analytics 4 (GA4) metrics and measurements to an unconventional ecommerce model like pet insurance. Unlike standardized products, pet insurance policies vary significantly based on pet breed, age, and coverage needs. Users could also quote insurance for multiple pets within a single transaction, further complicating data collection and visualization. Additionally, working with multiple internal and external development teams, each assigned to a specific brand, made the standardization process more complex. Nybble Group needed to ensure GA4 was tailored to accurately capture this complex data, enabling the analysis of key KPIs, comparisons between brands, and optimization of conversion funnels.
Goals
- GA4 Metrics Adaptation: Configure GA4 to capture the complexities of IPG’s sales process, including specific data related to pet breed, coverage types, and multi-pet quotes.
- Data Standardization: Create a unified data structure across all brands to enable consistent, comparable metrics, accessible through a single dashboard in Looker Studio.
- Conversion Optimization: Enhance IPG’s ability to track and optimize conversion funnels across brands, identifying areas for increased efficiency and profitability.
- Delivering Technological Solutions: Provide technical guidance on building the Data Layer code for each brand and develop individual and aggregate dashboards to give IPG a holistic view of sales and performance data.
Results
- Unified Data Standardization: Nybble Group successfully standardized data collection across all IPG brands, enabling consistent and accurate tracking of key metrics. This standardization allowed IPG to compare performance across its brand portfolio for the first time, delivering valuable business insights.
- Coherent Dashboards: Individual dashboards for each brand, as well as an aggregated dashboard for all brands, were developed. These dashboards provided a unified, clear view of key performance metrics across IPG’s entire ecosystem.
- Improved Conversion Tracking: The standardized approach to data collection and tracking allowed IPG to accurately measure and optimize conversion rates and other KPIs across its brands.
- Enhanced Decision-Making: With unified data and dashboards, IPG was empowered to make data-driven decisions, improving overall business outcomes.
Client Feedback and Future Opportunities
IPG was highly satisfied with the outcomes, particularly the ability to view and compare standardized data across all brands in a clear and consistent manner. The project was delivered on time and within budget, with IPG highlighting Nybble Group's responsiveness, flexibility, and ability to meet tight deadlines.