The National Marine Manufacturers Association (NMMA) is the nation's leading trade association representing boat, engine, and accessory manufacturers. NMMA came to Marcel in order to help understand how users were interacting with the site.
What's going on?
The Challenge
NMMA had a goldmine of website data, but most of it wasn’t being used to its full potential. They wanted to track key details like boat manufacturer, model year, and price - layering this data with existing engagement metrics to uncover deeper insights. The problem? While the information was technically available, there wasn’t a system in place to capture and analyze it in a way that could drive meaningful marketing and sales decisions.
Simply put, NMMA needed a way to pull this data into Google Analytics so they could create reports that actually mattered. These insights would help them understand customer behavior, improve lead generation, and make smarter, data-driven marketing moves.
How Marcel Digital Helped
The Solution
Marcel Digital stepped in to connect the dots between NMMA’s website activity and its analytics tools. Working closely with NMMA’s web development team, we helped extract key data points - like boat model, pricing, and engagement trends - and pass them into a structured data layer. This setup made it possible to capture valuable user interactions in real time.
Using Google Tag Manager, we streamlined the flow of data from NMMA’s website to Universal Analytics (UA), GA4, and other platforms in their martech stack. This meant NMMA could now track engagement on a much deeper level, helping their marketing and sales teams make more informed decisions based on what users were actually doing on the site.
To make all this new data accessible and actionable, we built a custom Google Data Studio dashboard. This reporting tool gave NMMA a clear view of user interactions, highlighting trends in boat interest, conversion behaviors, and engagement patterns. With these insights at their fingertips, NMMA could tailor their marketing efforts, better align with their ideal customers, and refine their digital strategy.
What Happened After Launch?
The Results
By integrating a smarter analytics framework, NMMA completely transformed how they approach data-driven marketing. Now, they can identify which boat models are generating the most interest and track how users are interacting with their site. These insights have helped NMMA fine-tune their marketing campaigns, optimize lead generation, and improve sales outreach.
The customized reports provide a clearer picture of customer behavior, allowing NMMA’s sales team to prioritize leads and personalize outreach efforts. Plus, by capturing and leveraging previously inaccessible data, NMMA has been able to sharpen its digital strategy, boost engagement, and drive more conversions.
Key Insights & Takeaways
The Conclusion
With Marcel Digital’s help, NMMA now has a streamlined system for capturing and using website data in a way that directly impacts their marketing and sales success. By implementing advanced tracking, reporting, and analytics capabilities, NMMA has taken a data-driven approach that helps them engage the right audience, allocate resources more effectively, and accelerate growth in the marine manufacturing industry.
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