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


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This presentation presents some Insights of how to deploy a Web Analytics project in a pan European level. It was presented by Michaël Notté, Senior Application Analyst - Web Analytics & Internet at Toyota Motor Europe. The presentation was given at the Web Analytics Wednesday the 18th of April 2007 in Brussels.

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

  1. 1. Deploying Web Analytics in a Pan-European context Toyota Motor Europe
  2. 2. Agenda <ul><li>Introduction – The Context </li></ul><ul><li>Deploying Web Analytics – The Main Challenges </li></ul><ul><li>Deploying Web Analytics – Best Practices </li></ul><ul><li>Summary </li></ul><ul><li>Q & A </li></ul>
  3. 3. Introduction – The Context
  4. 4. Introduction – the context <ul><li>Toyota Motor Europe hosts & supports national sites for </li></ul><ul><ul><li>Toyota & Lexus brands </li></ul></ul><ul><ul><li>In 25 + European countries </li></ul></ul><ul><ul><li>In more than 20 languages </li></ul></ul>
  5. 5. Introduction – the context <ul><li>Toyota Motor Europe role in Internet activities: </li></ul><ul><ul><li>Provide infrastructure, tools & content to national companies so they can operate their marketing web sites </li></ul></ul><ul><ul><ul><li>Hosting </li></ul></ul></ul><ul><ul><ul><li>Content Management framework (tools & content) </li></ul></ul></ul><ul><ul><ul><li>Web Analytics (tools & reporting) </li></ul></ul></ul><ul><li>Sites include Sales & Marketing brand main sites, Car Configurator, Retailer sites,… </li></ul>
  6. 6. Introduction – the context <ul><li>Content is managed by national companies </li></ul><ul><li>3 main types of content can co-exist in a site: </li></ul><ul><ul><li>Global content (provided by Toyota Motor Europe) </li></ul></ul><ul><ul><li>Local content (created by national company in CMS) </li></ul></ul><ul><ul><li>External content (created/hosted by local agencies or national company) </li></ul></ul><ul><li>External agencies </li></ul><ul><ul><li>Toyota Motor Europe works with its own agencies </li></ul></ul><ul><ul><li>National companies can work with one or more local agencies </li></ul></ul>
  7. 7. The Main Challenges
  8. 8. The Main Challenges <ul><li>Data consistency & quality </li></ul><ul><ul><li>Make sure you « compare apples with apples » </li></ul></ul><ul><ul><li>Quality of data is essential: accuracy and completeness </li></ul></ul><ul><li>Flexibility </li></ul><ul><ul><li>Must cover reporting needs from Toyota Motor Europe & national companies </li></ul></ul><ul><ul><li>Applicable in a context where global / local / external content co-exist </li></ul></ul>
  9. 9. The Main Challenges <ul><li>Integration </li></ul><ul><ul><li>Implementation in Content Management system </li></ul></ul><ul><ul><li>Should be transparent for Content managers </li></ul></ul><ul><li>Organisation </li></ul><ul><ul><li>Resources, roles & responsibilities </li></ul></ul><ul><ul><li>Defining requirements, metrics, KPI’s </li></ul></ul><ul><li>Education & communication </li></ul><ul><ul><li>Learn how to use the data </li></ul></ul><ul><ul><li>Spread insights & data across departments and the company </li></ul></ul>
  10. 10. Best Practices
  11. 11. Best Practices <ul><li>Use same WA platform & same rules across the sites </li></ul><ul><ul><li>Provides data consistency </li></ul></ul><ul><li>Integrate/automate tagging in CMS </li></ul><ul><ul><li>Reduce « user » errors and user involvement </li></ul></ul><ul><ul><li>Improve data quality & completeness (no « hole ») </li></ul></ul><ul><li>Compromise between automation – flexibility - level of details </li></ul><ul><ul><li>First cover reporting main needs. Don’t try to track every single details </li></ul></ul><ul><ul><li>Must be able to adapt to most possible cases / exceptions </li></ul></ul><ul><ul><li>100% automation do not always solve everything </li></ul></ul>
  12. 12. Best Practices <ul><li>Define tagging standards & guidelines for external agencies </li></ul><ul><ul><li>Provide data consistency & completeness </li></ul></ul><ul><ul><li>Keep them generic & simple </li></ul></ul><ul><ul><li>Educate your agencies! </li></ul></ul><ul><li>Implement Web Analytics as a « Process » </li></ul><ul><ul><li>Defines roles & responsibilities </li></ul></ul><ul><ul><li>Help to identify & define business/technical requirements </li></ul></ul><ul><ul><li>Avoid the « Oops we forgot to tag that » situations </li></ul></ul>
  13. 13. Best Practices <ul><li>Evangelize and educate your audience </li></ul><ul><ul><li>Document & communicate changes, news, learnings </li></ul></ul><ul><ul><li>Organize workshops or communication platform where you can meet your audience </li></ul></ul><ul><ul><li>Provide them with a methodology </li></ul></ul><ul><li>Invest in brains (i.e. people) </li></ul><ul><ul><li>Web Analytics is not easy </li></ul></ul><ul><ul><li>Tools will only provide figures & reports -> not the insights! </li></ul></ul>
  14. 14. Summary
  15. 15. Summary <ul><li>Web Analytics is not easy – especially in larger context. </li></ul><ul><li>Addressing following points will help </li></ul><ul><ul><li>Standard & guidelines for tagging </li></ul></ul><ul><ul><li>Integration & automation in Content Management system </li></ul></ul><ul><ul><li>Process & Methodology </li></ul></ul><ul><ul><li>Dedicated resources </li></ul></ul><ul><ul><li>Communication & education (of both internal & external actors) </li></ul></ul><ul><li>Proceed step by step – continuous improvements! </li></ul><ul><li>Patience & perseverance </li></ul>
  16. 16. Questions & Answers
  17. 17. Thank you Michael Notté Senior Application Analyst – Web Analytics & Internet Sales Group, Information Technology Toyota Motor Europe [email_address]