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

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

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 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,…

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

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

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

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

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!

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

Questions & Answers

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

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

by René Dechamps Otamendi on Apr 20, 2007

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