Standard Chartered Bank partnered with Sparkline to implement Google Analytics across multiple markets, enabling accurate user behavior tracking and data-driven decision-making, resulting in streamlined insights, improved regional performance comparisons, and more targeted marketing efforts.
Standard Chartered Bank in Singapore is part of an international banking group, with a presence in 53 of the world's most dynamic markets.
Standard Chartered sought to implement Google Analytics across their various markets efficiently, enabling them to track user behavior and leverage insights for actionable campaigns.
To achieve a seamless implementation, Standard Chartered tasked Sparkline, a certified Google Analytics Partner, to implement Google Analytics as the central analytics platform to provide a greater understanding of customer behaviour and preference across their various markets.
Sparkline’s quick and efficient support as part of a best practice implementation included conducting a GA audit of their current properties, followed by mapping and preparation of a global account structure. Phase 1 involved KPI mapping and setup within GA and GTM, including dashboards, reporting, and event tracking.
The project also encompassed delivering the Google Analytics and Google Tag Manager implementations, along with detailed guides. A GTM audit was performed to review the site’s tag infrastructure and recommend improvements. Weekly technical support of 8 hours over approximately 7 weeks was provided to ensure successful deployment of the tool.
The seamless integration and support from Sparkline allowed Standard Chartered to focus on optimizing campaigns and enhancing data-driven decision-making rather than managing technical complexities of the setup. The clean setup enabled Standard Chartered to track data more accurately and consistently across all markets, ensuring a unified view of user behavior. This streamlined tracking allowed for deeper insights, better comparison of performance across regions, and more precise attribution, leading to more informed decisions and targeted marketing efforts.
