Google Analytics 360 CASE STUDY BY TATVIC
BookMyShow uses DataLayer Tool to monitor GA360 implementations & automate tag creation in GTM which
About BookMyShow BookMyShow is No.1 Online Entertainment
•
ultimately helped increase accuracy
Ticketing Service in India. BookMyShow
•
allows
movie
fans
&
entertainment seekers to book tickets for movies, plays & live events across digital sales channels. Engagement Platform & Analytics. BookMyshow drives 10 million ticket sales per
•
month across multiple categories such as Movies, Events, Concerts, Plays, sports. URL: https://in.bookmyshow.com/
•
Goals •
Founded in 2007, BookMyShow enjoys the distinction of being one of the early pioneers in mobile commerce and is a leader in the entertainment ticketing space in India with 25 million+ app downloads. Over the years, the company has grown to 250 cities and drives 10 million ticket sales per month across multiple categories such as movies, sports, and events. BookMyShow faced two big challenges while implementing Google Analytics
To get accurate data for analysis and in a
360 for their website & applications, (i) Difficulty in monitoring the
standardized format
implementation status from various excel sheets and (2) Increase in errors
Develop an automatic mechanism which has
•
& speed of implementations by 70%
all the features to monitor the tracking
due to Human Intervention while creating the tags in GTM.
implementation status •
Reduce human intervention to increase the
DataLayer tool (DLAT) solved these issues at one go. DLAT has a simplified
accuracy of data being collected
interface where all the stakeholders like developer, tester & manager can
Approach •
Utilize DLAT Tool developed by Tatvic® to
Dashboard provides an overall status of the implementation to the manager
generate dataLayer snippets with the
and respective action items can be managed easily. To reduce human
standard event templates Use DLAT dashboard to monitor the status of
•
interact and manage the status of different implementations. DLAT
the tracking implementations
intervention and increase accuracy of tracking, DLAT utilizes Google Tag Manager API for configuring the tags automatically in GTM.
Use Google Tag Manager API to automate the
•
tag creation and increase data collection accuracy
Being
No.1 Online
Entertainment
Ticketing Service in India,
BookMyShow aims to provide their users an outstanding
Results
experience which help them to buy tickets online easily. DataLayer
•
Increased accuracy of data collection
Tool was crucial to increase the accuracy & speed of collection
•
Reduction in implementation time by 70%
process by 70%. It is a must for someone who is looking for
•
Ease of access to project status and action
enterprise-level analytics implementations. Marzdi Kalianiwala, Vice President - BI, BookMyShow
Google Analytics 360 CASE STUDY BY TATVIC
Development of DataLayer Tool The DataLayer Tool is designed in PHP & MySQL and it utilizes Google Analytics 360 Management API & Google Tag Manager 360 API to interact with clients GA & GTM Account to perform different operations automatically such as creating variables, triggers, tags & various GA configurations. Additionally, it keeps track of each dataLayer status as Created, Implemented, Tested and Tags Created. DLT has an inherent capability of connecting DataLayer variables with GTM variables and GTM variables with Google Analytics Dimensions & Metrics. The DataLayer screen contains page-wise dataLayer to be implemented by the developer and ready-made snippet to be pushed in to the code. DLT has been integrated with Mandrill API to send out status or snippet emails to the relevant stakeholders.
About Tatvic Tatvic is a Google Analytics Premium certified authorized reseller. Tatvic has had the privilege to lead the strategy and implementation of Web Analytics, CRO & Mobile App Analytics for the some of the best companies in the world. For more information, visit http://www.tatvic.com
About Google Analytics Premium Google Analytics Premium is the enterprise-class analytics solution that gives companies rich insights into their digital audiences and marketing effectiveness. With features that are powerful, flexible, and easy-to-use, large organizations can measure engagement to create more effective marketing initiatives, improve user experience, and optimize their digital strategies. Sophisticated conversion attribution and experimentation tools help savvy marketers determine the best allocation of media and resources to drive results. For more information, visit google.com/analytics
