Göteborg Energi

Analytics Migration

 

Municipal energy company Göteborg Energi partnered with Vekst to transition to the new web analytics platform, Piwik Pro Cloud. With meticulous planning and rigorous validation, the migration was successfully completed in September 2024. Göteborg Energi now utilizes a web analytics tool that enhances their understanding of user behavior, aligns campaign efforts with website conversions, and delivers comprehensive business insights.

 

Background.

Göteborg Energi is at the forefront of the energy sector, developing sustainable and safe energy and fiber solutions. Owned by the City of Gothenburg, the company is committed to providing the residents of Gothenburg with reliable, efficient, and affordable energy services.

The company’s website, www.goteborgenergi.se, is a primary channel through which customers explore the various energy solutions offered by Göteborg Energi. The web insights team is dedicated to enhancing user experience on both web and mobile platforms, thereby enabling customers to find optimal energy solutions. This underscores the critical role of a top-tier web analytics tool in their daily operations.

Previously, Göteborg Energi used Universal Analytics and Matomo Cloud for web analytics. However, these platforms did not meet their needs for obtaining reliable, meaningful data.

Main challenges.

  • Data Quality: The former analytics provider did not deliver the quality data GE expected. Hosted in a multi-tenant environment, the data was often corrupted or incomplete by the time it appeared in the user interface.

  • Data Security: As a municipal entity within the EU, Göteborg Energi prioritizes data security. The analytics solution needed to offer EU-based hosting options and minimize data collection without sacrificing insight quality.

  • Time from Data to Value: The speed at which data is converted into insights is crucial. The chosen analytics provider must enable efficient insight generation, which was hindered by delays in Matomo’s reporting and its integration with Looker Studio.

  • Technical Complexity: Both Matomo and Piwik Pro originated from Piwik, adding a layer of technical complexity in differentiating JavaScript commands and routing data correctly. If not managed properly, this could lead to data contamination.

Collaboration Context - process

The migration process began in Q1 2024. A pressing timeline coupled with technical complexity requires a robust migration strategy. 

The migration framework was structured around six key pillars:

Each pillar is then unpacked into monthly sprints. During the migration, Vekst and Göteborg Energi organized weekly and monthly check-ins  to align on the to-dos and realign on the timeline to ensure the smooth rollout of each pillar.

The Result.

  • 1 million

    1 million monthly actions were successfully migrated from Matomo to Piwik Pro, along with a backup of historical data.

  • 35%

    35% increase in data captured through anonymous tracking, thanks to a seamless integration between Piwik Pro and Cookie Information. This number also matches the data lose calculated by CMS and other internal systems.

  • 4X

    4x faster from data to insights. Piwik Pro’s intuitive reporting interface and native Looker Studio connector significantly streamlined the insight extraction process, benefiting both the Customer Interface and marketing teams.

Key success factors.

 

Focused Analytics Strategy with a Business Orientation

  • Vekst and Göteborg Energi’s Customer Interface team recognized the pivotal role of data quality in driving valuable business decisions. This core value permeated the execution phases and was crucial to the migration's success.

  • Cross-disciplinary internal stakeholders eagerly sought data to fuel their digital strategies, providing a solid foundation for the migration and smooth onboarding for marketing, IT, information security, and legal teams.

Clear Data Strategy

  • The Customer Interface team conducted thorough research and comparisons of various tools, setting clear expectations. Effective internal communications were crucial in aligning stakeholders with the migration’s goals.

  • Vekst leveraged its technical analytics implementation expertise to meticulously break down the migration into manageable steps. The synergy between Göteborg Energi’s business insights and Vekst’s technical acumen facilitated a seamless transition.

Vigorous Testing and Validation

  • Matomo and Piwik Pro were run concurrently during the migration to compare performance and ensure data integrity.

  • A comprehensive data reconstruction was implemented at the migration's outset. The event tracking structure was enhanced with a standardized naming convention, and all tracking now relies on a data layer linked to the CMS.

  • All core dashboards were gradually transitioned to the new data source and rigorously cross-verified with Matomo’s data.

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