Internetrix

Experience Co. is an ASX-listed tourism group, delivering thousands of thrilling experiences around Australia and New Zealand every year. 

Internetrix developed a new e-commerce cart which was closely followed by a custom dashboarding project, as the Experience Co. marketing team wanted to understand the following: 

- How was the new cart performing across key internal performance metrics? 

- What is the abandonment rate? 

- How effective were the marketing efforts in driving cart conversions? 

Initial requirements and metrics definition took place, leading into custom design and development. Our team additionally integrated an outlier detection algorithm to provide alerting whenever unexpected conversion fluctuations occurred. We also implemented a key filter to provide more visualisation over different segments and their time-to-abandonment. 

Experience Co. now have the ability to couple key ecommerce data with marketing data to identify the effectiveness of funnel fill, cart completion, and overall ecommerce performance. 

Internetrix’s relationship with Lvmama began in 2015 when IBM approached Internetrix to help solve a key analytics problem for one of China’s biggest e-tourism companies.

The Brief

Internetrix were first engaged by Lvmama to help solve a complex digital analytics problem that involved the tracking of data across their mobile app platforms. Having already implemented the IBM Digital Analytics, Lvmama were finding

that data was not being tracked or stored from their mobile app platforms. Internetrix’s brief was to uncover the root cause of the issue and to present a proposed solution that would allow for data tracking across all of Lvmama’s mobile apps.

Challenges

The initial challenges presented to Internetrix was that we had no previous interactions with Lvmama and their apps, meaning our team’s research and troubleshooting efforts would have to start from the ground up. Due to the number and variation of Lvmama’s apps, Internetrix’s team were required to cross-analyse all of the mobile platforms to identify the problem and present a viable solution for all of the apps. 

Our Solution.

Internetrix first tackled the problem presented by investigating the configuration and specifications of each of Lvmama’s mobile applications and how each of these were integrated with the IBM Digital Analytics platform. Internetrix uncovered that the issue was centred around the specific Software Developer’s Kit (SDK) that IBM Digital Analytics utilises for the tracking of mobile app data. This specific SDK was creating a conflict with Lvmama’s specific app type (Hyper Apps), as each app had inbuilt html pages which were not being tracked by IBM’s platform. Internetrix’s analytics team found that the primary problem was that the IBM Digital Analytics SDK could not track the protocol used by Hyper Apps and any tracking solution would have to target this issue.

The University of Adelaide (UOA) is South Australia’s leading university that was established in 1874. UOA is ranked amongst the best 1% of universities in the world.

Internetrix were first engaged by the University of Adelaide in 2015 to audit and improve how their current Google Analytics solution was implemented across their website, allowing UOA to better monitor, track, and optimise their web performance going

forward.

Following this successful project, Internetrix was approached again in 2017 when UOA were beginning a new website design and development project. Update of their current web platform meant their Google Analytics (GA) would have to be reimplemented across the website.

Project Objectives

• Correct implementation of GTM tracking code across new UOA website
• Testing and fixing of any tracking or storage bugs
• Post-implementation support and training

Solution

Internetrix firstly had to onboard the new web platform so that a detailed Implementation & Measurement Plan could be devised. This plan would outline the best way to structure the GA account and implement tracking via Google Tag Manager.

Webjet is Australia’s and New Zealand’s leading online travel booking agency. Through their website, Webjet makes comparing, planning and booking travels easy and affordable for all customers. 

Due to the limitations of their existing Google Analytics Freemium account and their 10M+ monthly hits, Webjet experienced inaccuracy in data through sampling, uncaptured data, inefficient tracking and simple reporting.

To counter the loss of potential data-driven revenue, Webjet engaged Internetrix- Google Analytics Premium Authorised Reseller, to deliver our 6 pillars of World Class Digital Analytics methodology into Webjet. This involved the setup, implementation and support a brand new Google Analytics 360 Account for the Webjet website as well as their newly acquired Zuji travel website.

With Internetrix’s Digital Analytics Experts providing thorough reccomendation reports, and handling the setup and implementation of accounts, tracking code and custom analytics, Webjet's new Google Analytics Premium account not only provided more accurate and useful data to Webjet’s online performance team, but also, countered the loss of data-driven revenue from previous limitations. Webjet's website now operates at more a efficient level due to the level of insight and masses of accurate information now accessible for business decision making within Webjet management.