Made data-driven decisions using robust marketing dashboards with Looker Studio

To thrive in a fast-paced, data-first environment, businesses must rely on robust marketing analytics to optimize performance and drive meaningful engagement. 

More than 50% of marketing decisions (53%) are influenced by marketing analytics. Source: Gartner

Today, accurate data is the lifeblood of good decision-making. Without accurate data collection, marketing dashboards, seamless integrations, and automated reporting, marketing teams struggle to transform raw data into meaningful insights. 

UserTesting, a leader in experience and insights research, faced these challenges as they sought to refine their marketing analytics and streamline reporting processes.

With a complex customer base that included both B2B and non-B2B clients, UserTesting needed a way to segment its audience, track marketing efficacy, and improve funnel visibility. 

Despite its industry leadership, UserTesting faced several challenges in marketing operations and analytics:

• Limited funnel visibility: The full marketing funnel and website performance weren’t always accessible to key stakeholders, making data-driven decision-making difficult.
• Manual dashboard updates: Existing reporting dashboards required significant manual work to stay up-to-date.
• Mixed audience traffic: Since the website attracted both B2B clients and non-B2B users, it was difficult to track and optimize for B2B-specific conversions.
• Unreliable tracking: On-site tracking was messy and inconsistent, leading to unreliable data.
• Fragmented data sources: There was little integration between web analytics, marketing automation, and CRM data, causing inconsistent reporting.

RevX partnered with UserTesting to overhaul their marketing analytics and reporting using Looker Studio. The engagement focused on improving data collection, streamlining reporting, and enhancing visibility in the marketing funnel. Key initiatives included:

• Optimizing tracking & data Accuracy: Cleaned up Google Tag Manager, Google Analytics, and marketing pixel tracking to ensure accurate measurement of on-site engagement, conversions, and conversion rates.
• Segmenting audience reporting: Built custom audience segments to differentiate between existing customers, potential B2B clients, and test contributors, allowing for deeper insights.
• Creating a comprehensive marketing dashboard suite: Developed ~10 dashboards covering website traffic, funnel performance, multi-touch attribution, and content effectiveness.
• Automating data warehouse in BigQuery: Designed and implemented a marketing data warehouse with daily SQL query jobs, enabling fully automated reporting.
• Improving stakeholder reporting: Ensured dashboards were used by ~12 team members regularly, providing real-time visibility into marketing performance.

By implementing a robust analytics framework, UserTesting achieved:

• Data reliability: Accurate tracking enabled marketing and sales teams to trust the data for decision-making.
• Time savings: Automating reporting eliminated the need for manual dashboard updates, freeing up valuable resources.
• Better funnel insights: Enhanced visibility into the B2B pipeline helped refine marketing strategies for targeted outreach.
• Seamless data integration: Connecting marketing automation, CRM, and web analytics ensured a unified view of performance.
• Data-driven decision-making: Key stakeholders could now make informed choices based on real-time dashboards and segmentation.

With RevX’s expertise in marketing analytics and Looker Studio, UserTesting successfully transitioned from fragmented, unreliable data to a streamlined, automated reporting system and intuitive marketing dashboards.

The improvements empowered their marketing team with actionable insights, enabling smarter decision-making and optimized marketing performance.