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Case Study / IATA

Replacing a critical analytics platform without disrupting operations

Impact

IATA needed to replace its analytics platform used at scale while ensuring continuity for dozens of users across the organization.

We led a full migration to a new solution by prioritizing business needs, structuring data collection and rebuilding essential reporting. Despite the complexity of the website and the rapid shutdown of the existing platform, every step was carefully planned to avoid disruption.

At the same time, we automated reporting and trained teams to increase autonomy and speed of analysis.

Result the migration was completed with no data loss, more than 1.5 million monthly page views are now effectively tracked and 25 dashboards enable teams to monitor performance daily. Proof that a well executed analytics transformation can reduce risk while increasing data value.

Client Objectives

Your Teams Your profitability

Services and Technologies

Data Strategy Data and Technology Data Collection and Engineering Analytics Platforms Google Analytics 4 Business Strategy Strategy Consulting

Industry

B2B

The Mandate

Support IATA in the complete migration of its web analytics operations from Omniture to Google Analytics 360, while ensuring business continuity and empowering internal teams. The mandate aimed to replace a costly platform without any data interruption, automate more than 25 reports used by over 50 stakeholders, and improve the organization’s ability to measure the performance of its international digital ecosystem generating more than 1.5 million monthly page views. Despite an accelerated timeline caused by Omniture’s imminent shutdown, adviso implemented a phased migration strategy, an advanced Google Analytics setup, and tailored support to ensure a smooth and sustainable transition. 

“
The 90/10 rule works quite simply. If you are paying your web analytics vendor (Omniture, WebTrends, ClickTracks, CoreMetrics, HBX, etc) $25,000 for a annual contract you need to invest $225,000 in people to extract value from that data.
”
Avinash Kaushik, IATA
25

automated reports

The Challenges

Critical Migration Timeline

Omniture’s shutdown was announced only six weeks after the project began, creating an extremely tight timeline to complete the migration without disrupting analytics operations. 

Executive Reporting Continuity

More than 25 automated reports used daily by managers and executives had to be rebuilt in the new environment without compromising access to strategic data. 

 

Complex Digital Ecosystem

IATA’s website included numerous features, user interactions, and customer journeys requiring an advanced measurement strategy and robust analytics implementation. 

Data Integrity Preservation

The migration needed to be completed without any data loss or tracking interruption to maintain historical continuity and ensure reliable performance analysis. 

International Remote Collaboration

The mandate involved ongoing coordination with overseas teams, requiring efficient communication, validation processes, and remote knowledge transfer. 

The true value of analytics does not come from the tool itself, but from the ability of teams to leverage data to make better decisions.

The Strategy

Business Needs Analysis

adviso conducted a measurement needs assessment to align the new analytics implementation with the organization’s business objectives and key performance indicators. 

Phased Migration and Data Prioritization

Measurement requirements were prioritized to support a phased transition approach, minimizing risks while ensuring continuity for critical data. 

Advanced Google Analytics 360 Implementation

The team deployed an advanced Google Analytics configuration including event tracking, custom variables, and a measurement framework tailored to the complexity of the website. 

Close Collaboration with Technology Partners

The implementation was carried out in collaboration with the client’s technology provider, supported by coaching and regular follow-ups to accelerate internal adoption. 

Automated Reporting and Dashboards

adviso developed a combination of customized reports, dashboards, and automated report deliveries adapted to different user groups and decision-making needs. 

Training and Knowledge Transfer

Remote training sessions conducted via videoconference enabled IATA teams to become autonomous in the use and optimization of Google Analytics. 

Licenses Fees

0$
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