Alex Davies

Jellyfish is now fortunate enough to work with hundreds of Analytics 360 clients globally. We are constantly striving to push the boundaries with our clients and define what analytics means today.

Icelolly required a robust analytics setup to accurately gauge lead performance to each of their third party travel providers. Due to the volume of traffic Icelolly receive (significantly above 10m hits p/m), data accuracy and small samples were an issue. Therefore, Google Analytics Premium was a natural step forward for the organisation.

As Icelolly use Infinity Call Tracking to gauge phone leads, the first step was to integrate the call tracking solution to understand call information… Show more

Icelolly required a robust analytics setup to accurately gauge lead performance to each of their third party travel providers. Due to the volume of traffic Icelolly receive (significantly above 10m hits p/m), data accuracy and small samples were an issue. Therefore, Google Analytics Premium was a natural step forward for the organisation.

As Icelolly use Infinity Call Tracking to gauge phone leads, the first step was to integrate the call tracking solution to understand call information - successful, engaged and unsuccessful calls. As a CID is passed into Infinity Call Tracking, we were able to use the Measurement Protocol to feed the data back into Google Analytics Premium against a CID and retain the acquisition and user data for each particular call. This enabled Icelolly to gauge which keywords are providing the highest ROAS.

The next step was to integrate the stack into Google Analytics Premium - DCM, DBM and BigQuery. This enabled Icelolly to use Google Analytics Premium's engagement-based actions into remarketing lists. In addition, upon successful calls, a high converting user list was sent to DCM for prospecting similar users across the ad exchange.

As Icelolly use promotional areas on the website, each section was tagged with a dimension to gauge CVR. This enabled Jellyfish to analyse the performance of prime spots and optimise the site accordingly.

Icelolly and Jellyfish work closely together to implement Custom Dimensions via Google Tag Manager, optimise the site and provide guidance on marketing. Show less

The Range is a Google Analytics Premium client of Jellyfish. The initial phase involved fully implementing GTM and Universal Analytics, collecting a base64 encrypted user ID in both GAP and the CRM system, utilising Data-Driven Attribution to determine a baseline attribution model for both customer awareness and retention and implementing enhanced ecommerce as well as multiple Custom Dimensions to determine both micro and macro conversions - newly registered users, initial deposit value… Show more

The Range is a Google Analytics Premium client of Jellyfish. The initial phase involved fully implementing GTM and Universal Analytics, collecting a base64 encrypted user ID in both GAP and the CRM system, utilising Data-Driven Attribution to determine a baseline attribution model for both customer awareness and retention and implementing enhanced ecommerce as well as multiple Custom Dimensions to determine both micro and macro conversions - newly registered users, initial deposit value, customer type and transaction value. Show less

As a high profile retail client, boohoo require a technical setup to analyse site behaviour and acquisition performance.

The first major phase involved migrating existing tags from Coremetrics to Google Analytics Premium. This involved mapping multiple Events and Custom Dimensions accordingly. In addition, a User ID was been generated and encrypted to match the CRM data. Multiple unsampled dashboards were created and are being uploaded daily via FTP. The initial training has been… Show more

As a high profile retail client, boohoo require a technical setup to analyse site behaviour and acquisition performance.

The first major phase involved migrating existing tags from Coremetrics to Google Analytics Premium. This involved mapping multiple Events and Custom Dimensions accordingly. In addition, a User ID was been generated and encrypted to match the CRM data. Multiple unsampled dashboards were created and are being uploaded daily via FTP. The initial training has been conducted to enable boohoo's team members to utilise the package at a high standard.

The second major phase involved implementing Enhanced Ecommerce and multiple customer loyalty based dimensions. Jellyfish will be in a position to analyse data around how initial purchase amount directly influences the potential lifetime value of a customer. This provides visibility around how much marketing expenditure is beneficial per initial purchase tier.

Jellyfish work closely with boohoo to generate rich insights on unsampled data. Show less

Audioboom provide podcast software across the globe to numerous high traffic websites such as Sky, The Times and The Guardian. As a way of collecting accurate listen data, Audioboom decided to utilise Google Analytics Premium to leverage the unsampled data capabilities and report the statistics directly into their own client dashboards.

Audioboom's implementation required understanding embedded content, amount of listens and listen time to directly influence the content teams and… Show more

Audioboom provide podcast software across the globe to numerous high traffic websites such as Sky, The Times and The Guardian. As a way of collecting accurate listen data, Audioboom decided to utilise Google Analytics Premium to leverage the unsampled data capabilities and report the statistics directly into their own client dashboards.

Audioboom's implementation required understanding embedded content, amount of listens and listen time to directly influence the content teams and optimise the listen times of clips (boos). This involved multiple stages, but we primarily used the Measurement Protocol to pass event data into Google Analytics Premium once a clip had been listened to. This was validated against Audioboom's database to guarantee accuracy in reporting. Data was transferred from Google Analytics Premium using both Custom Tables and the Core Reporting API and directly fed into the onsite dashboards.

We are now in the process of tracking data into a Roll Up property from the web, iOS app and Android app for a synchronised remarketing (via Doubleclick) strategy.

Jellyfish continue to work closely with Audioboom to push the boundaries of data collection and reporting. Show less

Initially, the Dolce Gusto website was audited to ensure data is accurate and usable for business intelligence.

As part of the display strategy for Dolce Gusto, the native integration between Google Analytics Premium and Doubleclick is being utilised to generate specific remarketing lists. Using this granular audience data enables Jellyfish to pinpoint specific audience groups in the buying process, target with relevant creative (Awareness / Consideration / Intent / Decision) and apply… Show more

Initially, the Dolce Gusto website was audited to ensure data is accurate and usable for business intelligence.

As part of the display strategy for Dolce Gusto, the native integration between Google Analytics Premium and Doubleclick is being utilised to generate specific remarketing lists. Using this granular audience data enables Jellyfish to pinpoint specific audience groups in the buying process, target with relevant creative (Awareness / Consideration / Intent / Decision) and apply budgets based on user engagement.

Data-Driven Attribution and additional marketing models are being used to gauge the impact of each touchpoint in the conversion funnel, enabling Jellyfish to make informed decisions as to where marketing spend is allocated at both a holistic and granular level. Show less

As a Google Analytics Premium client, Betway require an advanced Universal Analytics implementation utilising Google Tag Manager. Initially, the traditional tracking code was migrated to Universal Analytics to make use of the advanced functionality. Universal Analytics was fully implemented via Google Tag Manager and the relevant Event tracking and Custom Dimensions were implemented (game types, real vs demo play, and so on) using both Google Tag Manager’s Event Tracking and Data… Show more

As a Google Analytics Premium client, Betway require an advanced Universal Analytics implementation utilising Google Tag Manager. Initially, the traditional tracking code was migrated to Universal Analytics to make use of the advanced functionality. Universal Analytics was fully implemented via Google Tag Manager and the relevant Event tracking and Custom Dimensions were implemented (game types, real vs demo play, and so on) using both Google Tag Manager’s Event Tracking and Data Layers.

The first major phase involved collecting a User ID in Google Analytics Premium. Upon a user logging in, a User ID was generated that matched the CRM User ID. Each User ID was encrypted base64 . Cross-device tracking was implemented to gauge device overlap and analyse marketing expenditure via the Data-Driven Attribution model.

The second phase involved integrating Betway’s CRM data with Google Analytics Premium. As a User ID was generated in the prior step, it was possible to utilise Universal Analytics’ Measurement Protocol to send data from the CRM in real-time using HTTP requests. The ID was used as a key to provide revenue and gaming data in Google Analytics Premium.

Based on this, Jellyfish were able to perform in-depth analysis around how lucrative certain player types were to the business, which games were generating the most revenue (243 way vs 15 line, for example), and provide suggestions for cross selling specific games to certain player types to maximise revenue. BigQuery has been used for granular analysis on unsampled data sets.

Jellyfish and Betway work together closely using Google Analytics Premium as a central resource for business intelligence. Show less

It was my responsibility to ensure Google Analytics cookies were being parsed between the airport.com and parking.com top level domains. The relevant cross domain tracking code was implemented via Qubit Tag Management software, and Ecommerce transactions are now being correctly identified to a keyword.

I work closely with the Gatwick Airport marketing team, both onsite and remotely, to ensure analytics tags have been implemented correctly for maximum user insight.

I conduct the Google Analytics standard and advanced training courses at Jellyfish. To date, I've conducted over 50 full day training sessions with groups as large as 30 participants. All have provided excellent feedback and many are now clients of Jellyfish.

I've personally trained multiple organisations across different sectors, many being internationally based.

Some of these include:

All Saints
Crimestoppers
Westminster City Council
Great Ormond Street… Show more

I conduct the Google Analytics standard and advanced training courses at Jellyfish. To date, I've conducted over 50 full day training sessions with groups as large as 30 participants. All have provided excellent feedback and many are now clients of Jellyfish.

I've personally trained multiple organisations across different sectors, many being internationally based.

Some of these include:

All Saints
Crimestoppers
Westminster City Council
Great Ormond Street Hospital
Hearst (Men's Health / Cosmopolitan / Elle)
bwin.party (Party Poker / Foxy Bingo)
Show less

Laureate are a long standing client of Jellyfish and use multiple service lines of Jellyfish, ranging from Analytics to Display and Website Build to Video Production.

Laureate are a Google Analytics Premium client and own multiple worldwide Universities. Jellyfish have conducted multiple projects, ranging from Universal Analytics upgrades across 12 universities, hundreds of Events and Custom Dimensions, analytics training and using Universal Analytics' Measurement Protocol to analyse… Show more

Laureate are a long standing client of Jellyfish and use multiple service lines of Jellyfish, ranging from Analytics to Display and Website Build to Video Production.

Laureate are a Google Analytics Premium client and own multiple worldwide Universities. Jellyfish have conducted multiple projects, ranging from Universal Analytics upgrades across 12 universities, hundreds of Events and Custom Dimensions, analytics training and using Universal Analytics' Measurement Protocol to analyse down funnel data from RFI to Student (CRM) stages. The native Doubleclick integration is being used to cookie engaged users and feed the corresponding lists back into DBM. DBM impression and click data is displayed within Google Analytics Premium's attribution models for a greater understanding of how Display directly influences the multiple phases in the acquisition path, ranging from awareness to decision.

Jellyfish are also responsible for the implementation and analysis of Adometry. This involves gauging how each channel, across multiple sites without a natural flow, are working in harmony to generate conversions. Adometry's Marketing Mix Modeling has proved invaluable for both holistic and granular insights.

Jellyfish and Laureate have a close relationship and continue to communicate on a daily basis to ensure Google Analytics Premium and Adometry are being used at their maximum potential. Show less

Nestlé approached multiple top 10 agencies to assist with tracking code issues present - all of which could not decipher the issue relating to skewed cookie based metrics.

I personally rectified the issue within two days by rewriting the tracking code and retaining the user's session across the _utma / b / z cookies. Tracking was restored and the Google Analytics Premium package was once again collecting accurate user data for business intelligence.

Jellyfish now work with Nestlé… Show more

Nestlé approached multiple top 10 agencies to assist with tracking code issues present - all of which could not decipher the issue relating to skewed cookie based metrics.

I personally rectified the issue within two days by rewriting the tracking code and retaining the user's session across the _utma / b / z cookies. Tracking was restored and the Google Analytics Premium package was once again collecting accurate user data for business intelligence.

Jellyfish now work with Nestlé across multiple Purina based brands, such as:

Felix
Bonio
Bakers
Winalot Show less

I have fully implementing Google Analytics on the Westminster City Council domain and all corresponding subdomains. A new account utilising the latest Universal Analytics code was created to gather user statistics and Ecommerce data. Department specific dashboards were also created. In addition to the implementation, I trained the Westminster team to gain department specific insight from the package.

I was tasked with implementing cross domain tracking directly for Google, ensuring visit sessions persist upon the transition between top level domains. The tracking code was amended, and all outbound links were appended to push the _utma/b/c/z cookies' content into the query string. This resulted in cookies being shared upon multiple domains and keyword data being correctly attributed to a conversion.

As the analyst and account manager to Legal & General, I was responsible for implementing the Adobe SiteCatalyst analytics package across the entire domain (including subdomains and multi top-level domains). I was tasked with gathering requirements from each business units' area of the site, producing the tagging guide, implementing the necessary code via tag management software and providing end user training to enable efficient use of the package in London, Hove and Cardiff offices.

I have held the role of Webtrends consultant at the Met Office for numerous past projects, including full analytics tagging of the live site and weather map tools. In addition, I provided ongoing technical support and aided with configuration once new business requirements arose.

This project involved identifying problems with the current setup and correctly deploying the Google Analytics package across the globalCoal domain. As Google Analytics was already in place, I worked closely with the business stakeholders to create and deliver the following: requirement traceability matrix, tagging implementation guide (utilising event tagging and custom variables to fulfil requirements), interface configuration, testing, training and handover.

This project involved creation and weekly distribution of an Excel dashboard based on both Google Analytics and Webtrends data, as well as analysing campaign performance and providing insight / recommendations for their weekly stakeholder meeting.

I have personally implemented the Webtrends analytics package across the entire Morrisons domain. This included RTM production based on business requirements, tagging guide production, interface configuration, testing, handover and technical support.

I have been involved with many prior projects, but the latest of my responsibilities included providing analytics tagging, report configuration and MI distribution for the transition of over one million Egg customers to their new Barclaycard accounts. With regards to the marketing information, I produced an automated dashboard that refreshed hourly via Webtrends' REST API. This was sent to the head of each department on the hour to gauge project performance.