ITC Hotels case study | Advanced web analytics

Executive summary

ITC Hotels, one of India’s largest and most luxurious hotel chains, needed a robust web analytics solution to track user behaviour across its complex online ecosystem and gain deeper insights into customer journeys and conversions. Envigo implemented a comprehensive Google Tag Manager (GTM) solution that streamlined tag management enabled accurate cross-domain tracking, and facilitated enhanced e-commerce tracking. This resulted in reduced IT dependency, improved data collection, and more effective data-driven decision-making for ITC Hotels.

The challenge

ITC Hotels faced several challenges with its web analytics setup:

Dependency on IT

Relying on IT teams to implement tracking tags created delays and hindered the hotel chain’s ability to gather timely data.

Complex domain structure

Tracking user behaviour across multiple domains and subdomains, including the booking engine, required a robust and flexible solution.

Multiple properties and views

Managing multiple properties and views in Google Analytics for each hotel demanded efficient tag management and organisation.

User journey tracking

Understanding the complete customer journey on the booking engine, from search to reservation, was crucial for optimising conversions.

Enhanced e-commerce tracking

Detailed tracking of e-commerce activities, such as room selections, add-ons, and transactions, was essential for revenue analysis and optimisation.

Hotel-wise conversion tracking

Tracking conversions and attributing them to specific hotels was vital for performance evaluation and marketing campaign optimisation.

Third-party pixel implementation

Implementing and managing third-party pixels for marketing and retargeting purposes required a streamlined approach.

The solution

Envigo implemented a comprehensive web analytics solution leveraging Google Tag Manager (GTM):

Collaborative requirements gathering

Envigo coordinated with various ITC Hotels teams to thoroughly understand their specific tracking needs and objectives.

Thorough audit

A detailed audit of the existing tracking code implementation was conducted, including a review of individual pages and existing analytics setups.

GTM implementation

Envigo implemented GTM tags across all relevant domains and subdomains, ensuring consistent data capture across the hotel chain’s online presence.

Custom tag configuration

Envigo configured custom tags to track user interactions on the booking engine, enable enhanced e-commerce tracking, and facilitate hotel-wise conversion tracking.

Third-party pixel integration

Envigo streamlined the implementation and management of third-party pixels within GTM.

Rigorous testing

All GTM tags were thoroughly tested using a separate UA-ID before being deployed live, ensuring accuracy and minimising disruption to the hotel’s website and booking engine.

Results and impact

Reduced developer dependency: GTM empowered ITC Hotels’ marketing team to manage tracking tags independently, significantly reducing reliance on IT resources and accelerating deployment times.
Improved data collection: The implementation of GTM enabled accurate and comprehensive tracking of user behaviour across all domains and subdomains, providing valuable insights into customer journeys.
Enhanced booking engine tracking: Envigo’s solution enabled detailed tracking of user interactions on the booking engine, allowing ITC Hotels to analyse user flow, identify bottlenecks, and optimise conversion paths.
Effective conversion tracking: Accurate conversion tracking for each hotel provided granular insights into booking performance and marketing campaign effectiveness.

Key features

Google Tag Manager: GTM’s flexibility and ease of use were crucial in enabling ITC Hotels to manage tracking tags efficiently across its complex domain structure.
Cross-domain tracking: Envigo’s expertise in cross-domain tracking ensured accurate data collection across all of the hotel chain’s web properties.
Enhanced e-commerce tracking: The implementation of enhanced e-commerce tracking provided valuable data on booking behaviour, revenue, and popular room choices.
Custom tag configuration: Tailored tag configurations addressed ITC Hotels’ specific tracking requirements, including hotel-wise conversion tracking and third-party pixel integration.

Final words

Is your business struggling with website analytics? Contact Envigo today for a free consultation and learn how we can help you unlock the power of your data.

ITC Hotels (Analytics)