Analytics and management
Google Analytics 4, Universal Analytics, Google Tag Manager, Data Studio
Smarter Marketing Decisions Through Modern Analytics
Client: Adamed Pharma
Location: Warsaw PL
Project: adamed.expert + subsites
Scope of cooperation: strategy, measurement plan, implementation, on-demand analytics
Project background
Adamed Pharma is one of Poland’s leading pharmaceutical and biotechnology companies, operating since 1986. With a portfolio of over 900 products and a presence in dozens of markets worldwide, the company has been consistently expanding its digital footprint. In 2020, we began our partnership by delivering an educational platform for doctors, pharmacists, and patients, built on Kentico technology.
A natural next step in the platform’s evolution was the implementation of analytics – enabling data-driven decisions and improved content personalisation based on user needs.
Challenge
Designing a comprehensive analytics ecosystem tailored to the needs of a complex educational and informational platform
Integrating data from multiple sources into a single, cohesive reporting model
Ensuring accurate measurement of campaign effectiveness and traffic sources
Implementing solutions that support both recurring and ad-hoc reporting
Gaining insights into not just what users do – but also why they do it
Facing a similar challenge?
Let’s talkSolution
The project covered the full spectrum of analytics-related efforts – from needs assessment and strategy development, through measurement planning, to tool implementation, reporting, and on-demand analytics.
We began implementing analytics tools as early as the development environment stage, ensuring consistency throughout the process. The rollout followed a hybrid model – configuring both Universal Analytics and GA4 in parallel, which made it easier for the client’s team to adapt to the new data model.
A crucial milestone was building a robust dataLayer – enabling precise user behavior tracking and flexible reporting. In later stages, we focused on creating recurring dashboards, exploring datasets, and producing ad-hoc reports that supported both editorial and marketing efforts.
Project scope
Analysis: defining platform goals and KPIs, user behavior analysis, workshops with the client’s team
Measurement plan: identifying key interactions and user paths, audience segmentation, documentation
Implementation: GTM, dataLayer, GA4/UA configuration, user tracking setup, technical documentation
On-demand analytics: report and dashboard development, campaign performance analysis, optimisation recommendations
Facing a similar challenge?
Let’s talkResults
We delivered a complete and scalable analytics ecosystem, enabling end-to-end monitoring of the user journey. Ad-hoc analyses, performance reports, and executive dashboards support daily decision-making across marketing and product teams.
Full transparency into user activity and behavior paths
Improved editorial and marketing decisions driven by data-driven recommendations
Faster reaction to behavioral trends and content performance shifts
A solid foundation for future growth, with room for channel expansion and external tool integration
Technologies
Tools and supporting solutions
Custom DataLayer, executive dashboards, ad-hoc reporting, GA4 explorations
Methodology
Measurement planning, hybrid implementation model, discovery workshops, technical documentation
Facing a similar challenge?
Let’s talkRelated solutions and services
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