Don't trash your data: Rectify data to strength your business development strategy
According to Gartner's Data Quality Market survey, poor data health was costing organizations an average of US$15 million annually to do patch-ups in bad business decisions. The best way to stop data quality from hampering your business is to prevent bad data in the first place. Zurich partnered with us in the joint venture of rectifying Zurich existing approach in data gathering to ensure data health and integrity across key Zurich digital channels.
SERVICES
INDUSTRY
LEAD TIME
3 months
YEAR
2020
The only way to meet fundamental business goals is to take action based on trustable data.
Removing data quality issues
Multibillion-dollar companies like Zurich are generally more susceptible to run into issues with data management. During our discovery journey with the team, we identified the following key problems in Zurich's digital data landscape.
Issue with completeness
Data such as tags was not sent to the correct database, which in turn created corrupted entries with missing variables.
Issue with poorly defined data
Some information had obscure usage or purposes, causing great confusion around the proper methodology for data management.
Issue with standardization
Data was not visualized in a standard way, which made it difficult for data analysts and business owners to draw insight or conclusion from data.
The optimization of Zurich's digital data analytics with the GTM approach
Utilizing a wide array of solutions from Google 360 (and to name a few, that included Google Analytics, Tag Manager and Data Studio), we enabled a more reliable end-to-end process from data gathering, processing to utilization.
Tracking implementation
By properly defining data and their respective properties, it became easier to add relevant event tracking to keep track of user behaviors and the performance across Zurich's digital channels.
Data collection & centralization
The centralization of data helps improve data integrity within Zurich as it avoids having more than one set of data that requires constanct synchronisation. Data also becomes more accessible, allowing improved productivity.
Data visualization & monitoring
Data visualization through Data Studio transform data to highly comprehensible insights, offering analyst and business owners an effective means to monitor or evaluate the situation and make quick adjustment or deploy strategies in a timely manner.
Final words, there's wisdom in the "data is like garbage" quote. Know what to do with it before collecting it to support long-term goals in business.
Credits
Terry Luk / Digital Strategy Lead
Koey / Project Executive
Kama Chan / Data Analytics Specialist
Results
- Empowered Zurich's digital team with the transparency into customer behavior
- Support Zurich's internal team on knowledge-based practice
- Successfully centralized data collection tags from different touchpoints under a single entity
- Created different data dashboards under Google Data Studio for all-in-one and all-encompassed insight discovery
