Deploying Web Analytics in a Pan-European context Toyota Motor Europe

Agenda Introduction – The Context Deploying Web Analytics – The Main Challenges Deploying Web Analytics – Best Practices Summary Q & A

Introduction – The Context

Deploying Web Analytics – The Main Challenges

Deploying Web Analytics – Best Practices

Summary

Q & A

Introduction – The Context

Introduction – the context Toyota Motor Europe hosts & supports national sites for Toyota & Lexus brands In 25 + European countries In more than 20 languages

Toyota Motor Europe hosts & supports national sites for

Toyota & Lexus brands

In 25 + European countries

In more than 20 languages

Introduction – the context Toyota Motor Europe role in Internet activities: Provide infrastructure, tools & content to national companies so they can operate their marketing web sites Hosting Content Management framework (tools & content) Web Analytics (tools & reporting) Sites include Sales & Marketing brand main sites, Car Configurator, Retailer sites,…

Toyota Motor Europe role in Internet activities:

Provide infrastructure, tools & content to national companies so they can operate their marketing web sites

Hosting

Content Management framework (tools & content)

Web Analytics (tools & reporting)

Sites include Sales & Marketing brand main sites, Car Configurator, Retailer sites,…

Introduction – the context Content is managed by national companies 3 main types of content can co-exist in a site: Global content (provided by Toyota Motor Europe) Local content (created by national company in CMS) External content (created/hosted by local agencies or national company) External agencies Toyota Motor Europe works with its own agencies National companies can work with one or more local agencies

Content is managed by national companies

3 main types of content can co-exist in a site:

Global content (provided by Toyota Motor Europe)

Local content (created by national company in CMS)

External content (created/hosted by local agencies or national company)

External agencies

Toyota Motor Europe works with its own agencies

National companies can work with one or more local agencies

The Main Challenges

The Main Challenges Data consistency & quality Make sure you « compare apples with apples » Quality of data is essential: accuracy and completeness Flexibility Must cover reporting needs from Toyota Motor Europe & national companies Applicable in a context where global / local / external content co-exist

Data consistency & quality

Make sure you « compare apples with apples »

Quality of data is essential: accuracy and completeness

Flexibility

Must cover reporting needs from Toyota Motor Europe & national companies

Applicable in a context where global / local / external content co-exist

The Main Challenges Integration Implementation in Content Management system Should be transparent for Content managers Organisation Resources, roles & responsibilities Defining requirements, metrics, KPI’s Education & communication Learn how to use the data Spread insights & data across departments and the company

Integration

Implementation in Content Management system

Should be transparent for Content managers

Organisation

Resources, roles & responsibilities

Defining requirements, metrics, KPI’s

Education & communication

Learn how to use the data

Spread insights & data across departments and the company

Best Practices

Best Practices Use same WA platform & same rules across the sites Provides data consistency Integrate/automate tagging in CMS Reduce « user » errors and user involvement Improve data quality & completeness (no « hole ») Compromise between automation – flexibility - level of details First cover reporting main needs. Don’t try to track every single details Must be able to adapt to most possible cases / exceptions 100% automation do not always solve everything

Use same WA platform & same rules across the sites

Provides data consistency

Integrate/automate tagging in CMS

Reduce « user » errors and user involvement

Improve data quality & completeness (no « hole »)

Compromise between automation – flexibility - level of details

First cover reporting main needs. Don’t try to track every single details

Must be able to adapt to most possible cases / exceptions

100% automation do not always solve everything

Best Practices Define tagging standards & guidelines for external agencies Provide data consistency & completeness Keep them generic & simple Educate your agencies! Implement Web Analytics as a « Process » Defines roles & responsibilities Help to identify & define business/technical requirements Avoid the « Oops we forgot to tag that » situations

Define tagging standards & guidelines for external agencies

Provide data consistency & completeness

Keep them generic & simple

Educate your agencies!

Implement Web Analytics as a « Process »

Defines roles & responsibilities

Help to identify & define business/technical requirements

Avoid the « Oops we forgot to tag that » situations

Best Practices Evangelize and educate your audience Document & communicate changes, news, learnings Organize workshops or communication platform where you can meet your audience Provide them with a methodology Invest in brains (i.e. people) Web Analytics is not easy Tools will only provide figures & reports -> not the insights!

Evangelize and educate your audience

Document & communicate changes, news, learnings

Organize workshops or communication platform where you can meet your audience

Provide them with a methodology

Invest in brains (i.e. people)

Web Analytics is not easy

Tools will only provide figures & reports -> not the insights!

Summary

Summary Web Analytics is not easy – especially in larger context. Addressing following points will help Standard & guidelines for tagging Integration & automation in Content Management system Process & Methodology Dedicated resources Communication & education (of both internal & external actors) Proceed step by step – continuous improvements! Patience & perseverance

Web Analytics is not easy – especially in larger context.

Addressing following points will help

Standard & guidelines for tagging

Integration & automation in Content Management system

Process & Methodology

Dedicated resources

Communication & education (of both internal & external actors)

Proceed step by step – continuous improvements!

Patience & perseverance

Questions & Answers

Thank you Michael Notté Senior Application Analyst – Web Analytics & Internet Sales Group, Information Technology Toyota Motor Europe [email_address]