CRO and website optimisation can be interchangeable but you always have a bigger list than you can deliver on. Insightech helps us ensure we spend the right time on the right things on that list!


By Mark Grace, Data and Insights Director at Big Red Group

Why we partnered with Insightech for user experience analytics
As the Data and Transformation Director at Big Red Group, I see my role as twofold:
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1. Harnessing our investment in data to generate insights that propel business growth.
2. Transforming raw data into actionable insights.

To help illustrate this point, I often compare data to an iceberg. What's visible on the surface (the visualisation) is only a small part. The bulk of the iceberg is submerged underwater, unseen and often untouched. This is where Insightech shines – it uncovers the hidden parts, enabling users of all analytical capabilities to address pressing business queries effectively.

1) Having the data ready to answer unexpected questions

Our vision at Big Red Group is to shift the way people experience life. Big Red Group is the leading provider of experiences in Australia and New Zealand. We aim to serve an experience somewhere on earth every second. But to achieve this, understanding digital analytics is paramount.

One recurring challenge for any digital analytics team is handling unexpected questions. With platforms like Google Analytics, we often find ourselves ill-equipped to answer those unexpected ad hoc questions from across the business. Before Insightech, unforeseen queries (especially those we hadn't set up product tracking for) would catch us off guard. With Insightech in our toolkit, we're ready for any question, ensuring we comprehensively understand customer interactions on our site.

2) In-depth insights into user friction points

For my team, Insightech isn't just another tool – it's a game-changer. "Every business I work in has a challenge around self-service insights. It’s been the enigma in BI for years. Tools such as Insightech are really at the forefront of being a true self-service platform."

‍It enables them to drive actionable insights across marketing, new features, and experimentation. Instead of spending time creating data, they can now focus on analysis. The most crucial metric for us at Big Red Group is the conversion rate. With Insightech, we get a clearer understanding of our digital journey, seeing first hand where potential customers enter or exit our funnel – a depth we couldn't achieve with other tools.

3) Self-service user experience insights


Businesses everywhere grapple with achieving self-service insights. But with Insightech, we're closer than ever to having a genuine self-service platform. It empowers everyone in our organisation to answer questions about our product's user interactions.

I think one of the challenges in any digital analytics team is that moment when someone comes up and says, “Ah yes, why did that happen?”. With Google Analytics you can’t always get to the root cause of why it happened. We got asked questions we didn’t quite know were coming and we hadn’t put all of the product tracking in place to answer that question. With Insightech we don’t need to know the questions coming, we can deploy the tool and answer the questions later to understand how the customer is interacting with our website.

‍"Insightech is important for my team because it enables them to answer questions that drive action in the business."

‍What sets Insightech apart is the richness of its raw data capability (going back to my earlier iceberg analogy that's all the stuff below the waterline you don't easily see but is immensely powerful to work with). You get that powerful digital experience data but also the freedom to use it as you see fit. There's a calm reassurance of knowing that a rich dataset is at your fingertips. With just a single tag you unlock the ability to answer those tricky business questions without having to know the question in advance and set up the tracking code in advance. The potential applications for this are virtually unlimited.
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