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Analytics Pros is delighted to share that our work with the World Surf League was recognized with a Google Partner Platform Award at the 2018 Google Partner Summit. Read about it on our blog!
To learn more about fan behavior and track viewership, World Surf League combined Google Analytics 360 with Google BigQuery, improving digital marketing effectiveness.
After consolidating several live events from major surfing brands onto its own video streaming platform, WSL needed better answers to questions about viewership. How many fans engage regularly? How many tune in to multiple events? Who are the superfans—the ones who drive the majority of consumption and engagement—and which new users are most likely to become superfans?
To better understand fan behavior, WSL began using Google Analytics 360 to gather data from a variety of customer touchpoints. WSL worked with Analytics Pros, a Google Analytics and Google Cloud Platform Certified Partner, to accelerate time to value and keep data quality high.
“We tried several analytics tools, but landed on Google Analytics 360 because of its flexibility to track video consumption in a powerful way across all our platforms,” says Christopher Culbertson, VP Marketing at World Surf League. “Other marketing analytics solutions seemed to be designed exclusively for e-commerce sites.”