World Animal Protection (WAP) is a global charity with the mission to end the needless suffering of animals and inspire people, including world leaders, to change animals’ lives for the better.
Station10 is WAP’s data partner of choice and we’ve been working with them for 3 years.
WAP’s digital operations span across 15 different sites globally where a range of communication campaigns are run, including 2-3 milestone campaigns each year. Historically, this created a challenge, because each country office had different analytics requirements, skill and knowledge levels for data, and indeed different data implementations. However, the central analytics team in London’s HQ were responsible for managing, maintaining and supporting all 15 environments and offices.
The central analytics team realised this created both additional strain and pressure on them, and an ultimately unsustainable situation in terms of data management, accuracy and governance, especially in light of laws, such as GDPR and CCPA requiring the organization to have clear controls over its data usage.
Furthermore, WAP’s Google Analytics tracking was captured through manual tagging, scraping elements of the page. WAP wanted to obtain a better understanding of their websites’ performance and their supporters’ online behaviour, including online donations, by ensuring that the analytics data captured was accurate and consistent across the different countries.
With limited bandwidth, especially during busy global campaign periods, WAP required strategic advice on how to manage this.
The Station10 team focused to start with on the data accuracy and management challenge, and so began by designing a data layer, implementing tags and setting up Data Studio dashboards to enable robust reporting on the website performance.
Why did they choose Station10?
Station10 have a wealth of experience in decoding society, customers and the environment. This includes helping organisations make the most of their data, and to ensure the data they have on donors and supporters. We have set up and managed multiple implementations, so that was a given, but we also have shared values about how data can improve society and the environment.
What did we do?
Station10 worked alongside World Animal Protection (WAP) to identify the needs of users within the business to understand how their supporters used digital channels. We made recommendations about how this could be set up, and then designed a data layer to deliver this vision. Working alongside WAP’s technical teams, we then implemented the required tags, and set up a series of customized dashboards, using Google Data Studio, to ensure business teams could access, analyse and understand the more accurate digital customer data.
What was our process?
As with all our clients, we identify the key overall objectives of the business first to ensure the metrics and subsequent data fits with the wider strategy. This defined the implementation approach and we delivered the project while providing ongoing support for the team.
In partnership with WAP and their team, Station10 have delivered a robust, futureproofed data implementation that is consistent across 15 territories. We’ve provided tailored Google Analytics/Google Tag Manager training and Data Studio dashboards.
WAP are now able to report on the performance of their digital platforms in a consistent way, in a centralised manner, using Google Analytics.
This standardised approach used across all markets means that trust and confidence can be built in the data for global reporting.
The implementation of Google Analytics allows the team to be able to derive actionable insights from their data regarding their customer’s online web behaviour.
The next step is to bring the new feature of Google “GA4”, to enable better Insights of customer interactions.
As WAP move forward with the GA4 updated, we will also be assisting with the creating of vital reports and dashboard to inform their data-driven decision-making.