Company
Founded in 2000, NGI (Natural Gas Intelligence) is a leading provider of natural gas pricing, market data, and news in North America. Serving energy traders, analysts, and market participants, NGI delivers critical insights and reliable data to keep clients ahead of market trends.
Challenges
NGI had been providing natural gas pricing and market data for years, but as their product offerings grew and their platform became more complex, the product team realized they needed a way to track user behavior across all their different data sets. As users began to interact with multiple products and explore various market data, it became increasingly important for NGI to understand how they were engaging with different offerings. The ability to track users’ interactions across various data points was crucial for optimizing their platform and improving customer experience. Unfortunately, their existing tools couldn’t provide this level of insight, and as their platform expanded, the need to understand user behavior across multiple products became more urgent. Finding the Ideal Analytics Solution This led NGI to search for a solution that could meet their complex data tracking needs. In their research, they were impressed by Woopra’s ability to track various user behaviors, from capturing first-visit referrals to tracking campaigns and attribution sources. This is how Woopra became the solution.
Results
Immediate Impact from Seamless Setup and Insights The transition to Woopra brought immediate benefits for NGI. One of the first things they noticed was the ease of setup and user-friendly interface, which stood in stark contrast to the complexity of other analytics tools like GA4. Unlike Google Analytics, where integrations and setup could be a real hassle involving multiple steps, pass keys, and technical configurations, Woopra made it simple for NGI to start tracking events and user behavior with minimal effort. _“This is actually a lot simpler for me as a user compared to setting up the integration with Google. It's a real pain, with so many steps, and it requires API knowledge.” _said NGI.
As NGI continued to dig into the data, they were able to get a clearer understanding of their user behavior. Woopra’s real-time tracking allowed NGI to see how users interacted with different products and reports, helping them improve engagement. They found that by tracking the first-visit referrals and campaign sources, they could refine their strategies and focus on the most impactful channels. This visibility led to better-targeted marketing campaigns and more efficient resource allocation.
▲ first visit customer journey
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