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Client Success Story – Heart & Stroke Foundation

Unilytics empowers the digital marketing team at a large health charity to gain deep insight into the performance of their marketing initiatives by implementing A/B testing and providing comprehensive analysis and interpretation training.

 

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Industry: Health Charity
Organization: Heart and Stroke Foundation
Website: www.heartandstroke.ca
Web Analytics Platform: Google Analytics

Background

The digital marketing team at the Heart and Stroke Foundation supports a broad range of mission-related and fundraising programs across the Foundation. Ehren Cheung, the digital marketing analyst, focuses the team on improving their support of the foundation through:

  • Gaining a greater understanding of their consumer website experience and how they are using the site to find information that is of value to them
  •  Providing guidance and advice to individual programs in the realm of digital measurement
  • Assisting programs to better understand and define what “success” is for their digital property while empowering them to gain insight into the performance of their own marketing initiatives

Challenge

Ensure accurate campaign attribution and A/B testing

It was critical for Heart and Stroke Foundation to understand where donors were coming from and what drove a higher donation conversion rate. Heart and Stroke Foundation had implemented Google Website Optimizer to assist in executing A/B testing. However, website architectural complications existed making full conversion tracking through to their secure domain difficult. Furthermore, internal staff lacked the internal expertise and confidence in Google Analytics.  There was no one internally who could confirm whether the tracking script was optimally configured and implemented to meet their needs. Heart and Stroke Foundation selected Unilytics to provide the necessary expertise to address these challenges.

Solution

Corrected Google Analytics scripting and fully implemented website optimizer

Unilytics worked with Heart and Stroke Foundation team members to set up A/B testing of conversion paths from initial entry through to the secure donation site across three different website domains. Unilytics also provided instruction for changes to the Google Analytics script to properly capture campaign and commerce data. During this review and instruction process, it was discovered that some campaign data was being rewritten by UTM tags unnecessarily and that implementation of Goals in Google Analytics would resolve this complex parameter value rewriting.

As a Google Analytics certified partner, Unilytics had access to customer support that the client wouldn’t otherwise have had. Therefore, we were able to change “untouchable” settings and extend profile limits for the Heart and Stroke Foundation.

Results

Complete understanding of which campaigns are most effective and why

 “Our team now has the fundamental understanding of the requirements and tools to accurately measure and analyze results to ensure that our campaigns are optimized,” reported Ehren Cheung.

The Heart and Stroke Foundation is now able to track attribution of campaigns through to donation with confidence. The implementation of A/B testing provided a learning opportunity that equipped the team at Heart and Stroke Foundation with a thorough understanding of the requirements to develop and run A/B tests going forward.

About the Heart & Stroke Foundation

The Heart and Stroke Foundation is one of Canada’s largest and most effective health charities. Over the last 60 years we have invested more than $1.3 billion in heart and stroke research, making us the largest contributor in Canada after the Federal Government. In that time, the death rate from heart disease and stroke has declined by more than 75 per cent. Our programs across the country are saving lives every day. Working together, our employees, volunteers, donors and world-class researchers have made the Heart and Stroke Foundation what we are today: Canada’s most widely recognized and trusted authority on heart and brain health. Our mission is to create healthy lives free of heart disease and stroke. Together, we will make it happen.

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