Action Speaks
Louder Than Words

As the first step in a longer digital transformation journey, we sought to determine a clear business case for analytics-led UX improvements, prior to any enterprise analytics commitment. Implementing dynamic GTM tags for event tracking empowered a centrally controlled data governance system, meaning we could make sense of the data and quantify the site’s value. With data governance and taxonomy centrally controlled, we’re able to quickly roll out dashboards and conduct analysis for any configuration of goals or website metrics.

The non-linear nature of conversational interfaces poses a challenge for UX design - Conversational navigation means users can navigate the platform in many different ways and sequences, making improving or prioritising specific user flows quite difficult. Luminate visualised the dominant customer user journeys from evidence in the virtual assistant’s data. Critical automation improvements led to valuable time and money savings while delivering improved customer service.

Luminate developed an analytics maturity roadmap to guide its clients’ seamless transition to analytics-led marketing, covering the required infrastructure, business processes, outcomes and analytics applications.   Embracing this project, we worked with Toyota’s marketing agency to redesign their analytics processes and reporting systems, ensuring Toyota’s data gets used effectively. The final products were produced in Google Data Studio and Microsoft PowerApps to ensure they’re easily manageable by the agency’s in-house resources.