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Nissan Motor Leveraged Google Analytics To Gain Deep Consumer Insights In Product Preferences

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google-analytics-nissanAbout Nissan Motor

Nissan Motor Company Ltd. is a multinational Japanese automobile manufacturer headquartered in Nishi-ku, Yokohama, Japan. Since 1999, Nissan has been a part of the Renault–Nissan Alliance, an association of Nissan and French automaker Renault. Starting 2013, Renault has a 43.4% voting stake in Nissan, while Nissan holds a 15% non-voting stake in Renault. Nissan was the 6th biggest automaker in the world behind Toyota, General Motors, Volkswagen Group, Hyundai Motor Group, and Ford as of 2013. Together the Renault–Nissan Alliance would be the world’s fourth biggest automaker. Nissan is among the leading Japanese auto brand in China, Russia and Mexico.

The Case

Nissan Motor Company has a network of sites over the world that helps buyers choose which Nissan vehicle they’€™d like to buy. On these websites, the visitor can check their different product offerings and service offerings, download promotional material as per their geographical locations, and make a booking for taking a test drive.

google-analytics-nissan

Nissan Motor wanted to gain a deeper understanding into what their buyer’s preferred. This, in turn, would help them to be better able to serve demands in local and national markets by making informed decisions through the information they gained by leveraging Google Analytics.

Nissan found an inventive approach to gather detailed data about product preferences, (for example, car category, model, and color) utilizing Google Analytics e-commerce tracking despite the fact that users weren’t doing any e-commerce transactions on their website. By tracking and analyzing this information, Nissan’s Global Marketing Strategy division could comprehend which vehicles were sought after, and could make decisions on choices custom-made for every neighborhood market. These valuable knowledge insights has empowered Nissan to make speedy decisions on important business activities, and also encouraging site optimization.

Approach

While a conventional Google Analytics implementation for a non e-retailer web site just uses objectives and goals to gauge conversions, Nissan needed to access much more prominent details€“, for example, clients inclinations as per auto type, model, and shade — €“ to empower them to quantify more data about every request inside of their Google Analytics reports and to make informed decisions about the assignment of stock in geographically closer markets.

Google Analytics€™ e-commerce tracking usefulness is a powerful analytics tool for online merchants, however Nissan found an imaginative application for tracking their non e-commerce activity. The methodology is absolutely straightforward. A web visitor requesting for a test drive or pamphlet is asked to fill a form that incorporates contact points of interest, as well as the vehicle they are keen on — €“ including class, model, and shading. Nissan basically puts an e-commerce tag on the ‘œthank you’€ page that the client reaches after the form submission for a pamphlet or test drive request, and this empowers analytics to capture the product inclination of the potential buyer.

After analyzing the subsequent reports, Nissan’€™s Global Marketing Strategy Division was able to comprehend which vehicles were sought after, and they made inventory and advertising decisions custom-made for every neighborhood market. These valuable knowledge insights have enabled them to make brisk decisions on key business activities and drive optimization.

To encourage data dissemination, Nissan used Google Analytics’ adaptable profile setting and custom reporting options to the fullest. A Google Analytics Certified Partner, Ayudante, lent their expertise and directed them in using these features for better optimizations. Thus, the access to different market operations was effectively decentralized by Nissan. While the Global Marketing Strategy Division could rapidly check results from the world, every country manager could likewise check his or her own particular result at one perspective to rapidly survey the ubiquity of models for a particular district or region.

Result

For Nissan, the benefits of utilizing Google Analytics as an e-commerce solution have been huge. In spite of the fact that the client experience stays consistent and no intricate setup was required, it’€™s now simple to survey each products ubiquity all around the world and by specific markets. Custom reports permit Nissan to effectively see complex data in one single perspective, drastically lessening the time to outline different reports, record the discoveries, and share all this within the company. Google Analytics gives Nissan access to timely data, which empowers more exact decision making that has a genuine impact on the organization’s primary concern, which is no doubt – the bottom line.

Learnings

It is possible to use Google Analytics in the most imaginative way even if your website is not equipped for that purpose. Nissan Motor used Google Analytics’ adding of  e-commerce tracking tags to their pages in an innovative manner to gain deeper knowledge into their customer mindset and had a better ability thereafter to take informed decisions to better their services to their buyer’s. This has not only increased their efficiency in decision making but also helped them reap profits through a simple analytics stream lining.

Image Credits: nissan

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