Airport Suppliers

The Client

Airport Suppliers is the global airport industry’s number one meeting place for a range of different product categories from logistics to ground handling facilities. Their website receives a high volume of traffic from users around the world who can read about different suppliers for each product category. Users can either make an enquiry directly on the Airport Suppliers website, or click through to the supplier's website. All this traffic has the potential to produce a large amount of useful data, if it's tracked properly.

The Challenge

As a leading global directory for suppliers to the airport industry, Airport Suppliers needed to track an extra level of user data from their website. Specifically, they wanted to measure the views, enquiries and referrals for each supplier in order to report this information to their clients. This data would allow them to create a more sophisticated pricing structure for their directories.

The Strategy

Using Google Tag Manager and Google Analytics, we created custom tracking codes that would measure impressions for each supplier profile and also track users that clicked through to third-party websites. In addition, we set up tracking for each product category. These tracking codes were set up to allow quick and easy reporting from Google Analytics. We then produced a training session and guide documents that the digital team could use to replicate these codes for new additions to the website.
We gave their digital team a single training session which allowed them to both implement new codes as new product categories and suppliers were listed and also pull reports on this new data from Google Analytics. As a result they were able to give more accurate reports to their clients showing the true value of being listed on this directory. They could also prioritise listings based on demand thanks to the product category tracking. Airport Suppliers have said that this significantly improved the quality of the service they offer their client and gives them much better understanding of their business. Find out more about our Google Analytics training here.

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