CompTIA is a leading non-profit that has issued over 3.6 million vendor-neutral IT certifications since 1982. Their globally recognized credentials, like A+, Network+, and Security+, help shape a skilled and diverse tech workforce. Known for their industry relevance and inclusive approach, CompTIA partners with schools, businesses, and governments to make tech careers more accessible.
What's going on?
The Challenge
CompTIA came to Marcel Digital with a key concern: they didn’t trust their web analytics data. Metrics weren’t lining up, reporting felt unreliable, and stakeholders didn’t have confidence in the insights being used to guide decision-making.
Our engagement began with a comprehensive analytics audit, but it quickly became clear there was an opportunity to do more. The initial project uncovered broader data integrity issues and gaps in visibility. What started as a short-term audit quickly evolved into an ongoing partnership aimed at improving analytics reliability and advancing overall data maturity.
How Marcel Digital Helped
The Solution
To address the problem effectively, we began by learning about CompTIA’s business objectives and how different teams relied on data. We worked closely with key stakeholders to understand where trust had eroded and what needed to change.
Our analytics team conducted a detailed audit that identified a wide range of issues - from technical tracking errors to missing data layers. We didn’t just hand over a report; we organized all recommendations into a clear, prioritized roadmap and immediately began implementing improvements.
Some of the biggest challenges weren’t technical, but organizational. Many of the most impactful fixes required collaboration with departments outside our core contacts, and even third-party agencies. Gaining buy-in across teams took time and strategic alignment, but we stayed focused on communicating the value of the work and its benefits across the organization.
Over the following months, we systematically addressed the audit findings and expanded our scope to support CompTIA through key initiatives like GA4 migration, consent management implementation, and multiple website launches.
What Happened After Launch?
The Results
With a stronger foundation in place, CompTIA saw significant improvements in both the quality of their data and the trust internal teams placed in it.
Key outcomes included:
- Restored Confidence in Data: Stakeholders could rely on analytics insights for both strategic and day-to-day decisions.
- Enhanced Tracking: Revenue events, non-purchase conversions, form submissions, and PDF downloads were all accurately tracked and reported.
- Improved Conversion Visibility: With better data, CompTIA gained clearer insights into user behavior and the customer journey.
- Forecasting and Benchmarking: We built out performance benchmarks and forecasting tools to support smarter planning and pacing.
- Privacy-Forward Analytics: As privacy regulations evolved, we implemented consent modeling strategies to close traffic gaps while staying compliant.
While our role didn’t include managing marketing campaigns, the improvements in data accuracy directly supported better conversion measurement and more informed performance optimization.
Today, we continue to serve as trusted advisors, helping CompTIA navigate the evolving analytics landscape. What started as a one-time audit has grown into a long-term strategic partnership - built on collaboration, results, and a shared commitment to data-driven decision-making.
Ready to start your project?
Our team would love the opportunity to hear more about your needs. Fill out the form, and we'll reach out to you shortly.