Beto Carrero World

Beto Carrero World, Latin America’s largest theme park, runs a complex purchase journey involving multiple channels, touchpoints, and a high volume of daily digital transactions. For an operation of this scale, any imprecision in data tracking leads to wasted media spend and loss of clarity on Return on Investment (ROI).

The challenge was to build a data infrastructure that supported fast strategic decisions, ensuring that every step of the visitor journey (from first ad view to passport purchase) was properly measured and attributed.

To raise the park’s data intelligence standard, bee6 implemented a marketing and analytics engineering solution:

• bee360 Journey and Media Audit: We ran an in-depth diagnostic on GA4 accounts and media platforms to identify data discrepancies and performance optimization opportunities;
• Tagging Restructure: We performed a full adjustment of all tags in the digital ecosystem, ensuring user behavior is captured with precision;
• dataLayer Guide: We developed a custom data layer (dataLayer) implementation guide, standardizing how transaction and event data is sent to analytics tools;
• Server-Side Architecture: We validated and adjusted server-side tagging, a cutting-edge approach that improves data security, site performance, and data collection even under browser restrictions.

By combining technical rigor with a business-focused view, bee6 gave Beto Carrero World a solid, reliable data foundation. Today the park has the strategic clarity to scale its media investment, backed by an infrastructure that turns raw data into decisions that directly impact the operation’s bottom line.