The Challenge

Nike spends the majority of their media budget with Google. Although they are full stack GMP customers, Adobe Analytics remains their non-media source of truth. To validate the full value of GA4 and Google media integrations Nike martech needed both of the following.

• Comprehensive understanding of GA4, CM, & GTM implementations completed by a patchwork of legacy consultants
• Gap analysis of current implementations vs. their marketing roadmap for media activation, Web to App analytics, and post-3P cookie durability.

The Approach

Making Science define marketing use case prioritization and conducted in-depth assessments of platform adherence to best practices, compliance standards, and use case readiness.

• GA4: Analyzed data structure and flow between the Data Layer, GTM, and GA4, delivered insights and recommendations to improve account structure, event, and dimension coverage.
• GTM: Prepared thorough assessment of the data layer and tagging with a detailed guide for  expanding tracking and requisite adjustments to the data layer.
• CM: Evaluated architecture, settings, conversion tracking, and audiences to determine impactful short and long term adjustments to better support activation strategies in line with Nike’s marketing roadmap and overall business objectives.

The Results

Cross-functional buy in on a maturity plan to streamline platform architecture and improve data quality and actionability, including:

• Restructured GA4 via a tailored Property/Subproperty design inclusive of a best-in-class eCommerce implementation to enable global web to app alignment and support a successful rollout of Firebase
• Aligned each product’s account architecture with Nike’s global paid media goals to promote optimal use of the GMP stack across regions
• Applied best practices and advanced features within GTM, GA4, and CM to optimize for eCommerce 
• Delivered a roadmap to advance GTM, GA4, and CM implementations and usage to unlock paid media activation and budget optimization
• Ongoing scope will focus on implementing recommendations and collaboration with media AORs on data activation