Revitalizing Drivetrain's Revenue Operations: Geo-Targeted Compliance and Efficient Tracking

Drivetrain is a strategic finance platform for modern businesses. The sole mission here is to enable businesses to make better decisions by bringing their financial and business applications together to track all key metrics under a single dashboard. Drivetrain also enables B2B businesses to monitor budget vs actual spend, cash balance and runway forecasts in real-time.

Drivetrain reached out to TripleDart seeking assistance for setting up their RevOps engine. This involved building some complex processes which includes streamlining their consent management, Website tracking and Conversion tracking workflows.

Problem:

The Drivetrain team wanted to make the most out of their TAM across all geographies. This demanded GDPR Consent Management logic to be implemented across the website. However, it could not be unanimous as the norm to display Consent clauses differed for each country. We had to make sure we adhere to the corresponding implication and display the right popup for each lead based on their location.

Tracking form conversions on Drivetrain website was a monotonous activity which compromised operational efficiency. It demanded a seamless handoff between HubSpot and GA4 to reduce the time incurred in setting Form Conversion tracking for each new form created.

Challenges:

The implementation of GDPR Consent Management logic was highly complex and time consuming as it demanded implementation of different logic for each country. In certain countries consent popup had to be default while in others, it was not required at all. For some compliance heavy countries based out of EMEA, the consent popup had to be displayed with a pre-checked consent dialog box followed by an acknowledgement.

Another aspect that made this all the more complex was the multiple categories of forms hosted as iframes on the Drivetrain website. Upon creation, each of these forms had to be tracked separately in GA4 to log conversions accurately. Since Drivetrain hosted multiple forms pertaining to different categories on their website, tracking all of them with a single event was not providing valid metrics. On the other hand, tracking all these forms separately was another tedious and time consuming process for the Analytics team.

Strategy :

• Implementing country-specific Consent Management was high-priority. With accurate geo-targeting, the TripleDart team managed to set the algorithm for either displaying or hiding the GDPRpopup accordingly
• To ensure accuracy on location tracking on website traffic, we used a plugin that passed the geoinformation to Google Tag Manager(GTM) and set up a trigger to change the consent setting based on the country identified. This implementation demanded JS tweaks and custom coding.
• To mitigate the form-tracking across categories, the Revops team at TripleDart deployed a method thatoperationalises tracking on form conversions. We created a new hidden attribute on HubSpot forms. For every new form created, the attribute pushes the inferences to GTM for triggering the events by default.

Results:

• The geo-targeted GDPR Consent Management led to a 35% reduction in compliance-related queries
• The automated tracking system reduced time incurred on Form Conversion Tracking by 80%
• Enabled tracking for all the traffic and leads from the website, previously we were able to track only one-fifth of the leads

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