Data & Insights
Transforming Website Data into Marketing Insights for a Manufacturers Association
A leading national trade association representing manufacturers in a specialized industry partnered with Marcel Digital to better understand how users were interacting with its website. The goal was to unlock the value of existing data and turn it into actionable insights that could drive smarter marketing and sales decisions.
The Challenge
The association had access to a large amount of valuable website data, but lacked a structured way to capture, organize, and analyze it. They wanted deeper insights, such as product type, model year, and pricing tied to user engagement, but without a proper system in place, their marketing and sales teams couldn’t make confident, data-driven decisions. To move forward, they needed a way to bring detailed product information into Google Analytics and turn raw data into meaningful reporting. Key challenges include:
No Framework for Structured Data Capture
Although the information existed, it wasn’t being collected or organized in a way that supported meaningful analysis.
Limited Visibility Into Customer Behavior
Without accurate, real-time data layered with product details, marketing and sales struggled to understand user intent or optimize lead generation.
Inability to Create Actionable Analytics Reports
The team needed a way to push detailed product attributes into Google Analytics to build insights that could guide strategy and improve digital performance.
The Solution
Marcel Digital partnered with the association’s web development team to create a structured system that connected detailed product information with their analytics tools. The goal was to make previously inaccessible data usable, accurate, and meaningful for marketing and sales teams.
Building a Structured Data Layer for Key Product Attributes
We extracted critical data points, such as product models, pricing, and engagement details, and passed them into a comprehensive data layer. This allowed the organization to track valuable on-site interactions in real time with far greater accuracy.
Connecting Data Across Analytics Platforms
Using Google Tag Manager, we streamlined the flow of enriched data into Universal Analytics (UA), GA4, and other tools within their martech stack. This gave the team visibility into deeper engagement metrics and made it easier to evaluate performance across platforms.
Creating an Actionable Reporting Dashboard
To make the insights easy to access, Marcel Digital built a custom Google Data Studio dashboard that visualized trends in product interest, engagement, and conversions. This empowered marketing and sales teams with clear, data-driven guidance to refine campaigns and improve lead generation.
The Results
With a structured data layer and unified analytics tracking in place, the association finally gained clear, actionable visibility into how users engaged with their products. This improved data accuracy transformed how marketing and sales teams made decisions.
Deeper Insight Into Product Interest & User Behavior
The organization could now track model types, pricing interactions, and engagement trends in real time, giving teams a clearer understanding of what customers were researching and considering.
More Accurate, Actionable Reporting Across Platforms
With enriched data flowing through UA, GA4, and their broader martech stack, reporting became far more reliable. Teams could confidently identify which products and pages drove the strongest interest and conversion behaviors.
Data-Driven Strategies That Improved Lead Generation
The custom dashboard made insights easy to interpret, enabling marketing and sales teams to refine messaging, prioritize high-interest models, and optimize campaigns based on real user behavior, resulting in more qualified leads and stronger performance.
The Conclusion
With Marcel Digital’s help, this trade association now has a streamlined system for capturing and analyzing website data that directly impacts business outcomes. By leveraging advanced tracking, reporting, and analytics, they have taken a data-driven approach that helps them reach the right audience, optimize lead generation, and accelerate growth within their industry.
