RAKUTEN THE BIG PICTURE - GTM Strategy
The tracking strategy of the Rakuten “The Big Picture” campaign is based on an advanced measurement architecture using Google Tag Manager and Google Analytics. This interactive experience was designed to engage users through a large-scale digital mosaic, where fans could explore content, log in, and access personalized media.
The system was built to capture user interactions across multiple touchpoints, including navigation through the mosaic, authentication flows, and engagement with key campaign features such as video playback and downloads.
Through a structured tracking approach, user actions such as log in, content discovery, video interaction, and exploration of the mosaic interface were transformed into measurable data. This allowed analyzing user engagement and understanding how users interacted with the experience.
The strategy focused on tracking engagement within a highly visual and interactive environment, enabling data-driven insights to optimize the campaign performance and user experience.
Measurement Plan:
2021
The Measurement Plan defines how user interactions are tracked and analyzed within the Rakuten “The Big Picture” experience.
This system enables measuring engagement across an interactive digital environment, including navigation, content interaction, and user participation.
Measurement Plan Objectives
The tracking framework was designed to understand user behavior and campaign performance:
- Analyze user interaction with the mosaic experience
- Measure engagement with key features such as login, video, and downloads
- Track navigation behavior across the interactive interface
- Identify user interest and content consumption patterns
Event-based tracking
The strategy is based on an event-driven tracking system, capturing user interactions in real time.
Interaction Flow
The system allows analyzing the user journey across the experience:
Landing → interaction → login → content exploration → video engagement
This flow helps identify how users engage with the experience and which elements generate the highest interaction.
Key KPIs
- User engagement rate
- Login interactions
- Content interaction rate
- Video plays and downloads
- Interaction with the mosaic interface
This measurement system provides a complete view of user behavior within a complex interactive campaign.
2021
Google tag manager - Tags:
2021
The tracking architecture is implemented using Google Tag Manager, combining tags, triggers, and variables to capture user interactions across the Rakuten experience.
This system allows tracking user behavior within a dynamic and interactive interface, including clicks, navigation, and content engagement.
Tags
Tags are responsible for sending interaction data to Google Analytics. The tags enable tracking of all key engagement points within the experience.
Triggers
Triggers define when tracking is activated. Triggers ensure accurate measurement of user interactions across the interface.
Variables
Variables capture contextual data related to user actions. This data enables a deeper understanding of user engagement within the campaign.
DataLayer
The DataLayer acts as the connection layer between the interface and the tracking system:
- Captures user interactions in real time
- Structures event data
- Ensures scalable and flexible tracking
Thanks to this architecture, the tracking system provides detailed insights into how users interact with a complex digital experience.
2021
(The data shown in this page might be out of date or inactive)
(The project might be finished or deleted)
