Digital Analytics

Scalable, cross-market web analytics for an OEM

As a company operating in the highly competitive global automotive industry, our client is present in more than 90 markets around the world. In today’s digitalized world, Automotive players need to position themselves as appealing car brands, open up new revenue streams and create digital business models to reach a wider audience – online and offline.

To optimize sales via both bricks-and-mortar and web channels, customers must have access to the right services at the right time. A user-centric approach and a deep understanding of customer needs, motives and behavior are indispensable. To achieve this, our customer needed a solution to measure, optimize and actively shape the user experience across various websites and markets. The company approached FELD M for support in developing a global and scalable digital analytics architecture.

The following objectives for the digital analytics architecture were defined:

  • A consistent and generic data layer structure
  • A scalable and modular Tag Management setup
  • Flexible governance on all levels: global, website and market

Cross-market scalability

The goal was global comparability as well as scalability across all different platforms and markets, while at the same time ensuring the flexibility to serve individual requirements on different levels. FELD M conceptualized a globally generic data layer concept to serve as a unified data basis. It follows a modular approach, comprising core tracking and customized module tracking. Leveraging the conceptual ideas of the core tracking in Adobe Analytics, our client can compare the user journey on a global level across all websites, while the customized module tracking covers individual requirements of each website or application.

The key elements that enable the OEM to scale the setup include a unified data structure across all platforms and a corresponding setup of the Tag Management System. The global core tracking (first layer) can be rolled out at close to no additional effort, as can the custom module setup (second layer) on the individual website level. A third layer exists on market level, where specific adaptations can be implemented. The modular setup ensures that there is no negative interference between layers.

Low maintenance and superior data comparability

The digital analytics setup results in smaller implementation and maintenance efforts, and allows governance on different levels: global, website and market. The data available in Adobe Analytics is of high and consistent quality, comparable across websites, applications and markets. It can be used to measure, optimize and actively shape the user experience in a unified manner across the entire digital ecosystem.

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