"Converge has been our partner for the last three years. They have coached us through Google Analytics and helped us measure the success of our marketing."
Sondra White, Marketing Communications Manager, Texas A&M Foundation
The Texas A&M Foundation is an independent non-profit organization charged with maintaining the stewardship for the institution’s largest donors. To do so, the Foundation’s marketing team relies on multiple channels of communication including social media, email, publications and their website.
The Foundation partnered with Converge to better understand the impact of all marketing activities—both online and offline—on the bottom line of donations.
Google Analytics, Analytics Reporting, Goals & Dashboards, Event Tracking, Google Tag Manager, Editorial Calendar, Social Media Strategy, Digital Advertising
Since our partnership began in 2014, the Texas A&M Foundation has seen incredible results through Google Analytics. They are able to make data-driven decisions that show the impact of their digital marketing efforts.
Increase in email marketing engagement
Google Analytics partnership
Setup & Training
Converge has worked with the Foundation to setup Google Analytics for two website launches, three digital publications, an annual report website, their intranet, a campaign website and several email campaigns.
With each project, Converge ensures that the Foundation has access to custom event tracking and campaign tracking to analyze user interactions. Additionally, Converge has walked through several goal mapping exercises to ensure that each audience addressed in the various publications is mapped to a specific website goal.
How do you ensure you know what content is being engaged with? You event track it. From navigation tracking to custom SoundCloud interactions, Converge has assisted the Foundation in understanding every site interaction and how it plays to the users’ conversion path.
With the end goal of analytics being to capture the ROI of marketing activities, Converge was able to assist the Foundation with setting up goals to monitor what interactions drove a user to conversion.
This includes an understanding not only of the default channel groupings within analytics, but also the custom campaign tracking the foundation leverages to distinguish between various digital marketing campaigns.