Orange
Posted: 20 November 2009 in Case Studies by Paul
The Background
Orange launched a number of new pages promoting their Mobile Internet USB Dongle and requested Yard Associates to prepare appropriate tagging in order to track user interaction with these pages. These pages were to differ from the main bulk of the website as they were to be predominantly flash and therefore standard Meta tagging would not be suitable to capture the true level of customer interaction. This was especially true when taking into account the level of detail which was required as the pages included user journeys, dwell time on specific flash movies and also identifying each flash page as a separate page view in WebTrends.
With the exception of the base tag, all WebTrends tags on the page needed to be custom designed to reflect each individual link, section, movie or interaction the user made. Therefore the overall scheme of the page and resulting reports needed to be planned ahead to ensure full reporting coverage.
The Approach
Building on the existing tagging infrastructure in place on the Orange site, Yard Associates were able to design a customised tagging structure which could be specifically applied to the flash elements of the relevant pages. This code called the necessary WebTrends tags from within the flash elements to allow full tracking of visitor sessions, clicks and navigation through each section, and combine this with the visits as a whole.
As the custom code was entirely contained within the flash elements of the page, the remaining standard HTML sections and existing tags were unaffected and so could be tracked simultaneously. This approach allowed the additional tracking of new elements within the page whilst at the same time ensuring that there was no loss of functionality or data analysis when compared to a completely standard HTML page and more commonly used tagging schemes.
The Result
The tagging scheme designed by Yard Associates along with the expertise in implementing customised tagging allowed Orange to receive detailed reports on specific Web 2.0 elements of the site. This resulted in Orange retaining full continuity of visitor session tracking and page views including journeys through specific terms of visitor journeys and navigation through the site resulting from the integration of flash.
To talk about you requirements please call Paul Newbury on 029 2000 4565 or email paul@yardassociates.co.uk
