Richer, Faster Insights

FINE Design Group Delivers Richer, Faster Insights With Help From Two Octobers

As a top digital branding agency, FINE helps companies make bold moves with high-impact digital experiences. For one leading hospitality client, that meant delivering deeply personalized website journeys — and equally sophisticated analytics. But tracking performance across a complex, custom-built site presented challenges: the underlying data wasn’t reliable, and FINE wanted the dashboards to inspire confidence and support more detailed storytelling about increases in revenue, organic traffic, and more.

The Challenge

Data that Couldn’t Keep Up with Personalization

FINE delivers bespoke dashboards that help clients understand what’s working and why. But in this case, standard enhanced ecommerce metrics fell short. Their client’s bespoke website experiences, layered content architecture, and marketing campaigns needed custom measurement, not cookie-cutter GA4 reports.

Attempts to use BigQuery for more advanced analytics only compounded the issue: disparate dashboards delivered inconsistent results, and queries were expensive. “Data quality issues were my #1 concern,” said Sarah Mackenzie, Director of SEO & Analytics. “It’s really hard to check complex BigQuery reporting — and easy to get it wrong.”

The Solution

A Bespoke Analytics Architecture Built for Accuracy and Speed

FINE turned to Two Octobers for expert GA4 and BigQuery consulting. The partnership focused on re-architecting their marketing data infrastructure from the ground up:

A complete overhaul of BigQuery for more reporting flexibility and dramatically lower costs
A refined reporting structure with query logic consolidated and streamlined
Custom configuration in Looker Studio to present intricate marketing metrics in clean, actionable dashboards
Orchestration and version control through Dataform, improving maintenance, reliability and QA
Custom-built tools to allow clients to update classifications

Two Octobers worked collaboratively with FINE to translate complex GA4 data into elegant, client-facing dashboards that illuminated look-to-book ratios, landing page performance, and campaign attribution across a complicated site.

The Outcome

Accurate Dashboards That Drive Action

The impact was clear:

Thousands saved annually in Google Cloud fees
50% faster response times to client data requests
Unified reporting across the site, improved attribution, and new insights that GA4 alone couldn’t reveal

“Two Octobers helped refine our vision into actionable, bespoke dashboards full of insights that never could be gleaned from native GA4,” said Sarah. “They didn’t just execute — they helped us question the data, validate it, and trust it.”

With confidence in the data, FINE was able to hand over the dashboards to their client — empowering smarter marketing and better business decisions. The collaboration continues today, with FINE partnering with Two Octobers on complex new analytics projects for other clients.