The tracking acquisition of Brightmine
About Brightmine
With more than 10,000 customers, Brightmine (formerly XpertHR) is a global provider and market leader in HR data, analytics and insights. They help HR teams achieve optimal business results. With a unique combination of workforce and collective bargaining data, technology and trusted HR expertise, they give organizations new insights around data, analytics and insights. Together, they reduce risk, retain talent and make more impact with HR. Brightmine is a division of LexisNexis® Risk Solutions, part of RELX, a provider of information, data and insights for businesses. RELX serves clients in more than 180 countries and has more than 36,000 employees worldwide.
Victim of a marketing agency
Brightmine's tracking was managed by an agency that was implementing server-side tracking at the time. This went far from smoothly, however, and confidence in the agency quickly waned. Many hours were paid, but no results were achieved and communication was difficult. On top of that, Brightmine was in the middle of a migration and rebranding, which meant a new centralized website for all their countries. Tracking had to be reset for all countries. All this combined with a lack of in-house knowledge made Brightmine look for a reliable party that could help them with their data challenges.
Getting Started
We started with an audit focused on the current SST setup and how that translated to GA4. Here it quickly emerged that there were many opportunities in the server setup and how GA4 was set up. We also started tracking the new website, making sure everything was ready for migration and everything was up to date with the latest laws and regulations.
Centralized server-side tracking setup
We optimized Brightmine's first-party data by setting up server-side tracking (SST) correctly, thereby minimizing the impact of adblockers . We also set up custom GA4 reports tailored to their key KPIs for the new website. Modern conversion tracking has been added using enhanced conversions, conversion APIs and everything is up to date with the latest laws and regulations with the implementation of Consent Mode V2. Finally, with our tag monitoring, we ensure that the tracking works continuously and any errors are quickly detected. Brightmine no longer has to worry about their tracking and know that works.
Through Rick's efforts, we have finally regained control of our tracking and data and no longer have to worry about it. All of this has given us significantly more insight into our target audience. Where we were shooting with hail before, we can now effectively reach our target audience and fine-tune strategies more accurately. Thanks to Rick, we have been able to take our approach to the next level!
