Data & Insights
Building a Scalable Analytics Foundation for an IT Certification Provider
A leading non-profit organization has issued millions of vendor-neutral IT certifications since the early 1980s. Their globally recognized credentials, such as A+, Network+, and Security+, help shape a skilled and diverse tech workforce. Known for their industry relevance and inclusive approach, the organization partners with schools, businesses, and governments to make tech careers more accessible.
The Challenge
The organization approached Marcel Digital with a critical concern: they no longer trusted their web analytics data. Metrics were inconsistent, reporting was unreliable, and stakeholders lacked confidence in the insights guiding business and marketing decisions. What began as a standard analytics audit quickly revealed deeper issues with data integrity and visibility, signaling the need for a broader, long-term solution rather than a one-time fix. Key challenges include:
Unreliable and Inconsistent Analytics Data
Metrics didn’t align across platforms, making it impossible to evaluate performance or make informed decisions.
Lack of Confidence in Reporting and Insights
Stakeholders questioned the accuracy of the data being used to drive strategy, creating hesitation and inefficiency.
Underlying Data Integrity Issues Beyond the Initial Scope
The audit exposed deeper structural problems that required an ongoing, strategic approach to rebuild trust and enhance data maturity.
The Solution
Marcel Digital approached the engagement by first understanding the organization’s goals and how different teams relied on analytics to make decisions. By aligning on expectations and identifying where trust had broken down, we were able to design a solution that addressed both technical issues and organizational challenges.
A Comprehensive Audit and Prioritized Roadmap
Our analytics team conducted an in-depth audit that uncovered a wide range of issues, from tracking errors to missing data layers. Instead of delivering a static report, we organized every recommendation into a clear, prioritized roadmap and immediately began implementing improvements to restore data accuracy and visibility.
Cross-Team Collaboration to Overcome Barriers
Many of the most significant fixes required coordination beyond the analytics team, including IT, marketing, compliance, and external agencies. We worked closely across departments to build alignment, secure buy-in, and ensure every change contributed to a unified, trustworthy measurement framework.
Ongoing Support to Strengthen Data Maturity
Over the following months, our role expanded as we supported the organization through major initiatives such as GA4 migration, consent management implementation, and multiple website launches. This long-term partnership advanced their overall data maturity and ensured their analytics ecosystem could scale with future needs.
The Results
Strengthening the organization’s analytics foundation delivered measurable improvements in data accuracy, visibility, and internal confidence. With reliable reporting and enhanced tracking, teams could finally make informed decisions and optimize performance with clarity.
Accurate data restored stakeholder confidence
Reliable tracking allowed teams to trust the numbers again, enabling smarter planning and more effective day-to-day decision-making.
Improved visibility into conversions and user behavior
Enhanced tracking for revenue events, form submissions, and key interactions provided a clearer picture of the customer journey and performance drivers.
A scalable, privacy-ready analytics ecosystem
With consent modeling, GA4 migration, and upgraded tracking in place, the organization gained a future-proof measurement framework that supports ongoing growth.
