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Project Name

Optimizing Online Learning Journeys & Improving Campaign Effectiveness with Google Analytics Connector

Industry
EdTech, Education
Technology
Salesforce

Overview

Our client, operating in the EdTech sector, offers online courses with certificates to equip aspirants with the skills required to stay competitive in the technical landscape. They created a website using Salesforce Commerce Cloud (SFCC), featuring all courses with their details. However, the lack of in-depth insights into student interactions, course engagement, and marketing campaigns, led to more spend. They were seeking a readily available solution that could provide them with detailed insights into user engagement across the website & campaign performance.

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Challenges

The following are some major challenges our client encountered:

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  • Limited Visibility into Student Behavior: Our client often struggled to track user engagement across the website and learning management system (LMS). Consequently, they lacked the understanding of how students navigate the website, which courses they prefer, and where they drop off during their learning journey.
  • Ineffective Marketing Campaigns: With multiple channels such as social media, search engines, and email driving traffic, tracking the effectiveness of a campaign across various channels was a major challenge. This led to ineffective marketing campaigns.
  • Low Retention and Completion Rates: Our client was not able to identify at which stage of the learning journey a student drops off. As a result, they failed to implement any measures, leading to low retention rates and completion rates.
  • Data Fragmentation: Data from multiple sources such as the learning management system, payment gateways, and marketing platforms existed in silos. This led to inefficiencies & delays in analysis and reporting, affecting the decision-making process.

Our Solution

Our product, Google Analytics Connector (GAC), particularly designed for Salesforce Commerce Cloud, served as an ideal solution for our EdTech client. By seamlessly integrating GA4 with the client’s SFCC website, Google Analytics Connector enabled the client to track student behavior, collect data in real-time, and monitor campaign performance across different channels. Here is how our Salesforce app, Google Analytics Connector (GAC), helped the client optimize marketing spend and improve the learning journey for students:

  • Detailed Event Tracking: GAC captured essential user interactions, such as course enrollments, lesson completions, quiz attempts, and certifications, helping our client have a deeper understanding of how students engage with the platform. In addition, the client was able to add custom events to track specific learning activities and course-specific metrics.
  • Real-Time Reporting: GAC enabled real-time tracking through Google Analytics 4 (GA4), enabling the client to easily monitor user activities, such as learning progress, time spent on courses, active users at any given moment, etc. This helped them identify when students struggled or disengaged and made timely interventions.
  • Cross-Platform Data Integration: Using Google Tag Manager, GAC enables seamless integration with various marketing tools, such as Facebook Pixel, LinkedIn Insight Tag, and Twitter Tag. This helped our client track the effectiveness of their campaigns across multiple channels.
  • Customizable Reports: GAC enabled the creation of custom reports based on specific learning milestones, student engagement, and conversion events (e.g., course completions or new registrations). As a result, our client made data-driven decisions and optimized course content, marketing strategies, and user experience.
Results
  • 25% Improvement in Course Completion Rate: By analyzing user interactions, our client identified bottlenecks in the learning journey and implemented targeted strategies to increase student retention.
  • 20% Reduction in Marketing Spend: The detailed insights provided by GAC helped the client optimize marketing campaigns, focusing on high-performing channels. Besides a reduction in marketing spend, these insights led to a 30% increase in new student registrations.
  • 15% Increase in Revenue: By leveraging real-time insights into student preferences and behaviors, the client was able to upsell additional courses and certifications to engaged students, resulting in a 15% increase in revenue.
  • Enhanced Learning Experience: The data collected via GAC allowed the client to optimize course content and delivery. They introduced personalized learning paths and targeted content recommendations, which resulted in higher student satisfaction and engagement.

Outcome

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Conclusion

Our Salesforce app, Google Analytics Connector (GAC), proved to be a game-changer for our EdTech client. After using our application, the client was able to track student interactions with their website and understand their preferences better. Additionally, real-time tracking enabled them to help students whenever they required assistance. With the ability to track campaign performance across various channels, the client significantly reduced marketing spend. In a nutshell, our application empowered the client with in-depth insights into students’ behaviors, resulting in higher retention rates and increased revenue.

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