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DATA & ANALYTICS | BAXTER From Complexity to Clarity

DATA-DRIVEN
HEALTHCARE CAMPAIGNS,

DELIVERED COMPLIANTLY

The Work - Data & Analytics | RAB2B

Baxter came to us with a challenge: their data strategy wasn’t cutting it, and GDPR was making things even tougher. We stepped in with Matomo, a cookieless analytics tool that ticked the compliance box and opened up a whole new level of insights. Pairing it with GA4, we gave Baxter a clear view of user behavior, helping them fine-tune their healthcare campaigns and achieve measurable results.

Approach

Performance Testing and Gap Analysis: Conducted side-by-side evaluations of Matomo and GA4. The results revealed that Matomo offered a 44% better capture rate of detailed user interactions, leading to immediate enhancements in data collection and analysis strategies.
Implementation of GDPR-Compliant Analytics: Leveraged cookie consent mechanisms to ensure all data collection adhered to GDPR requirements, fostering trust and compliance.
Channel Optimization: Evaluated and optimized performance across key channels, including Nurse.com, Google Discovery and LinkedIn, based on user retention metrics.
Baxter mobile app three views

Results & benefits

Nurse.com
delivered the best performance
50.54%
BOUNCE RATE
41
SECONDS
PER SESSION
Google Discovery
showed strong retention
51.74%
BOUNCE RATE
21
SECONDS
PER SESSION
LinkedIn
balanced reach and quality
744
SESSIONS
56.99
BOUNCE RATE
14
SECONDS
PER SESSION

CDPR COMPLIANCE SECURED

Data quality Boosted
Consent-based events delivered precise, impactful marketing