Case study: Sunderland City Council


Sunderland City Council is the local government body which represents over 300,000 citizens across the borough of Sunderland. It provides a vast array of services to its customers, from town planning to refuse collections, from marriages to libraries. Its customer base is broad and their needs multifaceted.


The Council’s website is increasingly becoming the first point of contact for customers, so it sought our expertise to help them understand how users interacted with their sites and apps. They knew they were being visited by users with different needs and objectives, but it was a challenge for their IT and communications teams to isolate these customer groups and to help them achieve their goals.

The aim of the project was:

  • to improve the user experience (UX);
  • to capture and analyse customer interaction information, enabling evidence-based decision making;
  • to assist in reporting at all levels across the organisation;
  • to educate the key staff in the basics of Google Analytics & Google Tag Manager and enable them to utilise these tools to measure website performance;
  • to analyse customer interaction information, enabling evidence-based decision making;
  • to make informed decisions to implement UX improvements on the website;
  • to review and identify cost-saving solutions;
  • to enhance current customer services and to assist in reporting at all levels across the organisation


Working closely with heads of department to understand their needs, we devised and implemented a Google Analytics and Tag Manager infrastructure to capture, process, store, and visualise customer data. By tracking the most visited pages, the duration of customer visits, forms submitted and payments made, it became easier to streamline the website and improve the user experience.

We then developed and delivered bespoke Google Analytics and Google Tag Manager training programmes to staff from a range of departments. Each programme was tailored specifically to assist each department in understanding and meeting the requirements of their customers and achieving their aims and objectives.

To ensure the accuracy of the data captured, we worked with the Council’s IT department and an external provider to confirm that all web code was correctly inputted and that Google Analytics site tracking was consistently implemented across the organisation.

We also provide ongoing support with both Google Analytics and Google Tag Manager implementation and training.



The Council now has ongoing access to real-time marketing intelligence, and website performance. User engagement can now be measured at all levels, from entire departments down to button clicks.

“This data enables the Council to make data-driven decisions that improve the customer experience.”

The transfer of skills and knowledge to Council staff via Google Analytics training has also increased the proficiency of the organisation in interpreting customer interaction information and turning it into effective website development and decision making.

dodio have really helped us to understand what our customers are looking for and how they use our website. The Google Analytics training has enabled our staff to make informed decisions, and ensured that our digital content is driven by user experience and engagement. We’re looking forward to seeing where our new level of customer insight can take us in the future.
Carol ThirwellCustomer Service Development Officer, Sunderland City Council