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Enhancing Digital Analytics for the U.S. Department of Health and Human Services (HHS)

AgencyU.S. Department of Health & Human Services (HHS)Op/DivOffice of the Assistant Secretary of Public Affairs (ASPA)URLhttps://www.hhs.gov/ServicesData strategy, Google Tag Manager implementation, Google Analytics integration, Custom tracking parameter development, Website audits, Continuous data accuracy monitoring, KPI development and trackingShare
Enhancing Digital Analytics for the U.S. Department of Health and Human Services (HHS)

Introduction

Project Context: The Analytics Logic team was tasked with implementing a sophisticated digital analytics tracking system for the HHS’s Assistant Secretary for Public Affairs (ASPA) Digital Program. Our objective was to standardize and optimize user tracking, ensure compliance with OMB regulations and analyze user behavior across +140 distinct websites.

Challenges

Identify Key Challenges: Prior to our intervention, the ASPA faced several challenges:

  • Inadequate data collection mechanisms that failed to capture essential user behavior metrics.
  • Lack of a unified tracking system across platforms, leading to fragmented and inconsistent data.
  • Missing or inline tracking code with lengthy, cost and labor-intensive build and release cycles.
  • Limited capability in generating actionable business intelligence due to poorly defined Key Performance Indicators (KPIs).

Solutions

Solution Implementation: Analytics Logic deployed a comprehensive solution using Google Tag Manager and Google Analytics, which included:

  • Implementing a universal Tag Manager container snippet on all sites to ensure consistent and comprehensive data collection.
  • Developing custom tracking parameters tailored to the specific needs of ASPA, enabling the capture of nuanced user behavior data.
  • Conducting regular audits with Deep Crawl and Screaming Frog to maintain and enhance tracking accuracy.

Services Rendered

  • Google Tag Manager implementation,
  • Google Analytics integration,
  • Custom tracking development,
  • Website quality audits,
  • Continuous data accuracy monitoring,
  • KPI development and tracking.

Results

Measurable Outcomes:

  • A 72% improvement in data accuracy, enhancing the reliability of user engagement metrics.
  • Development and tracking of new KPIs, which significantly boosted ASPA’s strategic decision-making capabilities.
  • Enhanced understanding of user behavior, driving more informed content and design decisions, leading to more informed public engagement strategies and compliance with IDE Act standards.
  • Ability to generate comprehensive reports and dashboards, leading to better performance assessments and targeted improvements.

Conclusion

Summary of Success: This project demonstrates Analytics Logic’s capability to significantly enhance governmental digital services through advanced analytics solutions. By addressing critical data collection and analysis challenges, Analytics Logic empowered ASPA to achieve a deeper understanding of its digital audience, substantially affecting its public engagement strategies.