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PPG Actionable Analytics Framework
PPG – ehhh … what is that?
• Coatings company from Pittsburgh
Re-finish Coatings
Achitectual Coatings
Aerospace Coatings
I...
More background - EMEA digital marketing
• 34 paint brand names
75 local brands
• 137 websites
app 65% responsive
• +14 la...
ROI…
Relevance …
Analytics?
PPG.com
Visits
112,000 118,000 122,685 ~8% decrease in traffic
since launch in March
Average Pages / Visit
Sess...
Definition of Web Analytics 2.0
1. The analysis of qualitative and quantitative data
from your website and the competition...
Desired Outcome?
Online Touchpoints
until Purchase
Inspiration Platforms
PPG Digital Presence
Google and other Search
Retail Store Online P...
Customer Journey Model; Touchpoints
Inspiration
Phase
Orientation
Phase
Purchase
Phase
Application
Phase
Maintenance
Phase...
Maybe more relevant?
Inspiration
Visualisation
Trend Colours
Mood Boards
114%
31%
88%
Orientation
108%Product Selector
88%
Product Pages 126%
R...
112%
19%
103%
Inspiration
Change
Previous result
Result
BE
DE
DK
NL
FR
26%
-21%
-2%
16%
18%
UK
PL
16%
18%
2%
-15%
-23%
11%...
Insp. Orient.
Purch.
Appl.
Maint.
Please: Avoid the Hippo!!
Rie Haagen: Combining actionable analytics and customer journeys to ensure relevance
Rie Haagen: Combining actionable analytics and customer journeys to ensure relevance
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Rie Haagen: Combining actionable analytics and customer journeys to ensure relevance

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PPG has worked extensively with digital analytics during 2015 to set it up properly and use it to benchmark across country sites.

By combining with an understanding for the customer journeys, online as well as offline, we hope to make sure we deliver a relevant experience when you are looking for some paint.

Join this session for a look at the customer journeys that PPG have mapped out, an under the hood on the actionable analytics and help share input to provide an even better and more relevant experience in 2016

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Rie Haagen: Combining actionable analytics and customer journeys to ensure relevance

  1. 1. PPG Actionable Analytics Framework
  2. 2. PPG – ehhh … what is that? • Coatings company from Pittsburgh Re-finish Coatings Achitectual Coatings Aerospace Coatings Industrial Coatings Protective- & Marine Coatings • 15.4 Billion $ turnover in 2014 • 156 productions plants WW • 46.100 Employees WW 14.700 in EMEA • No. 190 on Fortune 500 • PPG acquired Akzo Nobel North America & Canada in 2014.
  3. 3. More background - EMEA digital marketing • 34 paint brand names 75 local brands • 137 websites app 65% responsive • +14 languages • +20 mobile apps • +12 CMS systems oh .. And I almost forgot; • AFOS (17 countries – 19 websites) 7 brands
  4. 4. ROI…
  5. 5. Relevance …
  6. 6. Analytics? PPG.com Visits 112,000 118,000 122,685 ~8% decrease in traffic since launch in March Average Pages / Visit Session duration 2.8 pages 8:08 min 2.8 pages 7:57 min 2.9 pages 8:01 min Steady TOTAL VISITS from Social Media sites: 841 978 1200 Referrals from Facebook 245 182 322 Referrals from Twitter 192 348 287 Referrals from LinkedIn 275 384 520 Brand XX
  7. 7. Definition of Web Analytics 2.0 1. The analysis of qualitative and quantitative data from your website and the competition 2. To drive a continual improvement of the online experience of your customers and prospects 3. Which translates into your desired outcomes (online and offline)
  8. 8. Desired Outcome?
  9. 9. Online Touchpoints until Purchase Inspiration Platforms PPG Digital Presence Google and other Search Retail Store Online Presence Social Media Platforms Competitor’s Digital Presence Offline Touchpoints until Purchase TV / Magazines Family & Friends Retail Stores Competitor’s Brochures PPG’s Brochures …and find PPG’s digital presence… But.. they are not supported to purchase immediately …they go online for more inspiration… …so they are open to influence by other brands once they enter the store …and they may purchase another brand …for example lower prices, out of stock situations, advice by employee Inspiration Orientation What colors fit well? ? I New Ideas ? I What are the Trends? Which color? I What tools? I Level of quality? I What basis? I Gloss? I How much do I need? Which brand? I Best price? I Color accuracy on package? If people are inspired .. … and start searching for paint in Google or on social platforms.. 10 The Customer Journey Survey Purchase Application Maintenance How do I prepare? I How do I apply? I How long should I let it dry before 2nd. Layer? Can I wash the surface? I How long before I have to paint again? I Which colours match what I have now?
  10. 10. Customer Journey Model; Touchpoints Inspiration Phase Orientation Phase Purchase Phase Application Phase Maintenance Phase Visualization tools Trend colours Inspirational videos Mood boards Colour FAQ Product Selector Product pages Reference projects Colour fan decks Product FAQ Sustainability Paint Calculator Store Locator Painter locator Shopping lists Complem. products Paint systems ”How to” Videos Guides Technical Advises Tech. FAQ TDS/MSDS Maintenance Pages Newsletters Tech. Advise pages
  11. 11. Maybe more relevant?
  12. 12. Inspiration Visualisation Trend Colours Mood Boards 114% 31% 88% Orientation 108%Product Selector 88% Product Pages 126% Reference Project 6% 17% 31% Change Previous result Result 128% 19% 107% Purchase Calculator Store Locator Comparison tool Change Previous result Result 3% 80% Application Guides Videos Info pages Change Previous result Result 108% 1% 120% Maintenance Newsletters Maintenance Guides Videos Change Previous result Result Reference data Basic data Visits Page views Downloads How to pages 26% -21% -2% 16% 30224 1567 851 8621 26% -21% -2% 16% Compered to peersDevelopment Raw Data Themed pages Guide pages Commerce Pages Product Pages Inspiration pages 26% -21% -2% 16% 30224 1567 851 8621 26% -21% -2% 16% Compered to peersDevelopment Raw Data Colour FAQ 108%Colour Fan Deck 67%Product FAQ 126%Sustainability 6% 17% 31% Sales FAQ Contact Shopping list Support FAQ Technical Advise QR Code Guides 6% 17% 31% 6% 17% 31% 102% 1% 101% 108% 78% 126% 6% -11% 31% Change Previous result Result 108% 78% 126% 6% -9% 31% -3% 1% 12% -2% -3% 3% 108% 126% 6% 17% 31% 108% 78% 126% 6% 17% 31% 6% 17% 31% 6% 17% 31% 108% 79% 126% 6% 17% 31% 108% 59% 126% 6% 17% 31% 6% 17% 31% 6% 17% 31% 108% 85% 126% 6% 17% 31% 6% 17% 31% Measure Result MoM YoY Measure Result MoM YoY Measure Result MoM YoY Measure Result MoM YoY Measure Result MoM YoY Customer Journey Touchpoints Inspiration Videos Colour Psycology 78% Result Info pages Maintenance FAQ Maintenance Chat 126% 31% 108% 76% 6% 17% 31% 6% 17% 112%
  13. 13. 112% 19% 103% Inspiration Change Previous result Result BE DE DK NL FR 26% -21% -2% 16% 18% UK PL 16% 18% 2% -15% -23% 11% 85% 10% -8% 107% 19% 126% Orientation Change Previous result Result BE DE DK NL FR 26% -21% -2% 16% 18% UK PL 16% 18% 2% -15% -23% 11% 85% 10% -8% 109% 19% 102% Purchase Change Previous result Result BE DE DK NL FR 26% -21% -2% 16% 18% UK PL 16% 18% 2% -15% -23% 11% 85% 10% -8% 120% 19% 114% Application Change Previous result Result BE DE DK NL FR 26% -21% -2% 16% 18% UK PL 16% 18% 2% -15% -23% 11% 85% 10% -8% 116% 19% 102% Maintenance Change Previous result Result BE DE DK NL FR 26% -21% -2% 16% 18% UK PL 16% 18% 2% -15% -23% 11% 85% 10% -8% Key Performance Indicators Benchmarking
  14. 14. Insp. Orient. Purch. Appl. Maint.
  15. 15. Please: Avoid the Hippo!!

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