Rentokil GA & GTM Implementation Case Study

Rentokil

Saved £42k in resource hours by easily rolling out GA filter changes and standardising reporting.
Our data governance improvements made migrating to GA4 easier and enabled them to succeed with new technology such as GA360 and GTM server-side.

Services Used

About Rentokil

Rentokil Initial plc (Rentokil) is one of the most successful commercial and residential pest control companies in the world; supporting organisations in food processing, logistics, facilities management and many other business sectors across the globe.

The challenge

Why did our clients come to us?

With no account governance or a centralised implementation plan, Rentokil’s GA Account structure had become disjointed, unwieldy and incomplete leading to many human hours & resources being wasted when performing even the smallest of technical changes. Inconsistencies across properties and views also made aggregate and centralised reporting unreliable.

Rentokil hired MeasureMinds to defragment, centralise and purify their data collection in order to create greater visibility of local market performance from a global viewpoint.

What were their pain points?

A poorly structured and unreliable analytics estate
Poor data governance
No account management strategy
Lack of time and resources
Wanted reports/dashboards allowing single country views, country comparisons and aggregate views of performance metrics, including goals.

Our approach

Standardised and aggregated performance data collection across 84 countries and 5 geographic regions. Consulted with Rentokil to understand their reporting topology and restructure their accounts.
We implemented calculated goals to collect goal data in aggregate, enabling the in-house analysts to edit the Calculated Metric per view to include new goals if needed. This made adding goals and standardising reporting easy and allowed for use with other Google tools such as BigQuery and Google Sheets.
Delivered insights using the analytics maturity model and visualised the benchmark and progress of the development of analytics competence pre and post-implementation.
Built dashboards that enabled a high-level performance health view of all businesses and brands. Our dashboards allowed Rentokil to monitor performance against other products/brands across the business, allocate budgets, and share easily digestible reports with management for senior-level buy-in.
We built different types of dashboards for other purposes and people, such as the cross-country dashboard for the Rentokil brand and the Rentokil UK website report for the UK CEO.

The results

More conversions as goals are tracked more effectively which makes analysing marketing activities better and more profitable as data is reliable and trusted.
Saved £42k in resource hours due to the benefits of being able to rollout GA filters changes singularly across 1000 views and 200 GTM containers in 1 click and other standardisation.
Freed up the senior analyst’s time, so they can run analysis rather than constantly fighting fires.
Move from basic analysis using pageviews & events to a more sophisticated and useful set of metrics
Migration to GA4 was significantly easier and faster
Introduction of new technology such as GA360, GTM server-side and enhanced conversions

Brands we’ve worked with

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I was blown away by the level of automation that MeasureMinds were able to achieve with my weekly Google Analytics reports.

Guy Williamson - Digital Marketing Analyst, ALD Automotive

MeasureMinds' expertise and knowledge of data and analytics is unparalleled. They have completely transformed the way we report. They are passionate analysts who have gone above and beyond in their delivery. Ensuring we are continuing to fulfil our short-term and long-term goals. They understand the importance of the bigger picture and have been paramount to our success.

Norman Loder - Digital Marketing Analyst, Principality

MeasureMinds delivered the project at the highest quality with clear, concise and effective communication. They’re really helpful and love helping solve problems, and their years of experience are reflected in the way they conduct their business. I highly recommend them.

Alex Nott - Head of Growth Marketing, Learning with Experts

Worked with Phil and others on marketing tracking & analytics projects and always was surprised by out-of-the-box approach for solving issues where in-house or other agencies had given up. I highly recommend their services for any tracking and analytics task.

Albert Stanulis - Digital Marketing Manager, Newcross Healthcare

We hired MeasureMinds to consolidate our Google Analytics 360 account, fix our attribution issues and enable better goal & funnel tracking. They did a fantastic job and as a bonus, they managed to reduce our GA360 licence fee!

Tamara Caligari - Marketing and Product Manager, Tipico

Phil is clearly an expert in his field and his knowledge was obviously second-to-none. It was helpful to look at GTM with an expert. The Google data studio training greatly improved our business performance reporting.

Sofia Alvadia - Digital Marketing Manager, Bristol City Council

I hired MeasureMinds in December 2014 to audit Marie Curie's Google Analytics & Google Tag Manager implementations. They did everything in the brief and more in an incredibly quick time with very short notice. They also provided pro bono support after project closure. I wouldn't hesitate to recommend MeasureMinds for GTM & GA implementations.

Neil Dickson - London SEO Consultant, Growth Hacker, Digital Marketer, Marie Curie

I wanted to thank you for all the work you did in setting ACRP up with GTM and Ecommerce tracking. Tracking has been amazing and I love seeing the data come through clean!

Marcela Leon - Manager, Digital & Web Content, Association of Clinical Research Professionals

Google Tag Manager gurus. I worked with them on a complex implementation project for over 10 months and continued to be impressed by their GTM & GA skills. They provide creative solutions and were not shy about making recommendations or improvements that they believed would add value. Their expertise in Analytics and Google Tag Manager definitely make them a great resource to work with.

Deeplaxmi Adke - Director of Digital Analytics, National Geographic

In terms of technical expertise and knowledge, MeasureMinds are the best out there. I strongly recommend them as a digital analytics, CRO and SEO provider.

Sophie Grassick - Global Director Digital Marketing, Vistra

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Saved £42k in resource hours by easily rolling out GA filter changes and standardising reporting.Our data governance improvements made migrating to GA4 easier and enabled them to succeed with new technology such as GA360 and GTM server-side.

Brands we’ve worked with

Saved £42k in resource hours by easily rolling out GA filter changes and standardising reporting.
Our data governance improvements made migrating to GA4 easier and enabled them to succeed with new technology such as GA360 and GTM server-side.