Success Story
Centaur Media’s analytics transformation drives new intelligence
Centaur Media needed to enhance its data analytics capabilities to gain insights and improve customer experiences. They required a partner to manage challenges in consent, compliance and data transparency seamlessly while aligning with their long-term business goals.
Industry
Business intelligence
Date delivered
2022
Length of project
2 years
Solution provided
Data Analytics Transformation and Implementation
Technology
Adobe Data Collection, Adobe Analytics, OneTrust
The Project
Centaur Media, a leading UK business information network, runs 12+ high-traffic platforms with 1M+ combined monthly visitors. They sought to optimise data analytics and processing to boost conversions and improve digital ad returns. Our remit was to enable them to connect customer data, measure engagement more accurately, and deliver personalised experiences in line with business goals.
The Challenge
Centaur Media faced several key challenges:
- Outdated cookie consent system: Centaur Media’s basic cookie system hindered user experience and compliance, and they needed a more tailored and compliant solution.
- Inefficient data collection: Poor data collection limited their ability to track customer journeys and optimise conversions.
- Lack of data visualisation: They required better tools to turn raw data into actionable insights for corporate clients and advertisers.
The Solution
Tap CXM upgraded Centaur Media’s cookie consent system with OneTrust, configuring and coding it to categorise visitors by behaviour. This enhanced visitor experiences, giving them more control over their personal info. It also improved analytics, strengthened compliance and built trust with advertisers – that’s the power of cookies!
Of course, all that data needs somewhere to go. So, we optimised data collection using Adobe Data Collection and Analytics. We improved user journey and conversion tracking for better ROI visibility. The cherry on top was a data visualisation project for Econsultancy. We built dynamic dashboards, offering actionable insights to enhance decision-making.
We have been incredibly impressed with Tap’s ability to capture the essence of our objectives and then eloquently deliver solutions that match our requirements in full
Ben Barrass, Group Head of Data, Centaur Media
The project with Centaur Media led to significant improvements:
- Enhanced compliance and revenue: Personalized cookie consent reduced compliance risks and boosted advertiser trust, safeguarding ad revenue.
- Improved data collection: Advanced tools provided better insight into user journeys, increasing conversions and optimising sales funnels.
- Scalable data visualisation: New tools enabled tailored client dashboards, enhancing decision-making and service offerings.
