#FutureReadyHealthcare
Indegene enables website tagging automation for a global pharmaceutical organization, reducing time and effort by 60%
The Customer
A global pharmaceutical organization launching a new brand in the North American market was looking to enable web analytics tracking for its websites using Google Analytics 4. The organization needed to set up a uniform measurement and taxonomy framework to help with the launch, which was also scalable to support future brand and website launches.
Challenges
Turnaround time: Five websites related to the same brand were scheduled to launch within 2 weeks of web development. This short timeline required tagging to be completed and validated for all 5 websites within this 2-week period.
Parameter setup: The tagging requirement included as many as 30 parameters to be set up per event. Details such as the campaign name, therapy area, brand name, key message, and disease state were to be tracked for each event. This translated to extensive brand input gathering for each website, as well as increased implementation time and quality assurance (QA) efforts.
Accuracy and QA: With over 30 parameters per event, more than 10,000 data points had to be implemented, and then approved by QA before the launch.
Phased web rollout: Different web pages of the websites were rolled out in multiple iterations and batches, necessitating multiple implementation audits.
The Solution
Centralized measurement framework: A measurement framework was established in collaboration with the Brand team, which defined all metrics to be tracked. This framework also helped establish and define event and parameter taxonomies, along with applicable Google Tag Manager (GTM) fields, as a foundation for automation.
Automated data layer codes: Based on the centralized measurement framework, a central data layer library code was drafted, which could be imported to GTM and used to set up data layer and cookie consent requirements. This automation saved time and reduced manual coding efforts.
Scalable resource pool: Indegene tapped into its trained pool of experts to rapidly ramp-up deployment and meet the tight launch timeline.
Solution design reference document: A tagging metadata document was developed based on both the brand inputs and the defined taxonomies. This helped with any additional resource deployments needed to speed implementation and meet the short turnaround time.
Agile project management: Adoption of agile methodologies helped the Indegene team manage and multitask in parallel with different teams and stakeholders, including Web Development, Media Agencies, and Compliance teams.
Site-specific inputs: A template to capture the brand inputs, which was needed to complete the parameter data setup, was developed and shared with various stakeholder teams a month before the launch. This enabled a quick turnaround time once web development was completed.
Outcomes
Indegene’s expert solutioning ensured that the tagging requirements were successfully implemented for all 5 websites, ensuring a simultaneous and seamless launch. The utilization of custom library codes established a standardized measurement framework across existing websites, enabling automation, efficiency, and scalability for future expansions.
With the capability to capture up to 30 parameters per event, the enhanced and detailed reporting setup provided comprehensive insights, especially when additional websites and brands are introduced in the future. The implementation of automated central library codes significantly reduced QA efforts, contributing to an ontime launch.
70%
Reduction in data layer implementation time
60%
Reduction in tag implementation time and effort
40%
Reduction in QA effort