A switch from Coremetrics to Google Analytics removes measurement blindspots, increases actionable insights and drives revenue
Company Size
11-200
Region
- America
Country
- United States
Product
- Google Analytics
- Adobe Flash
- Adobe AIR
Tech Stack
- Google Analytics
- Adobe Flash
- Adobe AIR
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Aerospace
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
- Supply Chain Visibility
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
Air Show Buzz (ASB) is a media company based in Los Angeles, California. They are dedicated to the 'Aerotainment' or entertainment and news in the aviation and air show industry. ASB promotes live air shows and engages their community through user forums and social media. They also have a mobile website to support live events, and hosts an Adobe AIR application to further engage users. ASB was facing challenges in measuring video views, online sales, the usage of a downloaded application, and the impact of social media. They also wanted to correlate offline events and activities to mobile website usage and branded merchandise sales.
The Challenge
Air Show Buzz (ASB) is a media company dedicated to the 'Aerotainment' or entertainment and news in the aviation and air show industry. They needed to measure video views, online sales, the usage of a downloaded application, and the impact of social media. They also wanted to correlate offline events and activities to mobile website usage and branded merchandise sales. However, with their existing implementation of Coremetrics, ASB was unable to meet their measurement needs. None of this was included in their Coremetrics data, and cost was a prohibitive factor to development as Coremetrics incurs fees for using the platform, and incremental fees based on the number of page views served. This expense limited ASB’s investment in talent to interpret reports or to implement customizations needed to capture data for decision making.
The Solution
Empirical Path was engaged to review analytics vendors and determine the Google Analytics was the best solution for ASB’s requirements based on the robust feature set, speed of implementation, and cost for the platform. In order to provide the data required by management for decision-making, Empirical Path consultants helped ASB leadership map their overall business objectives to create a web analytics strategy. They implemented e-commerce tracking in Google Analytics to properly attribute revenue, Google Analytics integration with Adobe Flash™ and AIR™ applications to track video engagement, campaign tagging to measure all online marketing campaigns, and the Location & Mobile reports to measure the relationship between online & offline activities.
Operational Impact
Quantitative Benefit
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