Case Study - Complex GA4 implementation for Mitsubishi Motors Poland

Client

‍

Astara Poland (formerly MMC Car Poland) is a leading company in the automotive industry, specializing in the distribution of Mitsubishi Motors vehicles. The company has been building its position on the market for years, focusing on high-quality customer service and offering innovative solutions. Astara has spent recent years on intensive activities in the area of digital and marketing, which resulted in a focus on data aggregation and processing.

‍

Goal

‍

Astara Poland noticed the need to improve data analysis and better use the collected information to make strategic marketing decisions. The lack of a coherent analytical infrastructure and standardization of data analysis processes made it difficult to effectively monitor marketing activities and assess their effectiveness.

‍

Situation analysis

‍

After a thorough analysis of the client's needs and current data infrastructure, we identified numerous areas requiring improvement. In addition to the implementation of new analytical tools, it was also necessary to conduct training for staff and standardize processes related to data analysis.

‍

Action taken

‍

As part of the project, we carried out a number of specific activities aimed at improving data analysis at Astara Poland. Some of the key steps are:

‍

• A series of workshops with the client's marketing team and agencies to inventory the current status, establish strategic goals and data analysis needs.

• Implementation of the Consent Mode tool called OneTrust, compatible with Google Consent Mode v2, on the importer's central website www.mitsubishi.pl, and on over 30 dealers' websites, ensuring compliance with personal data protection regulations.

• Implementation of dataLayer and 50 custom events describing business funnels, user behavior and lead generation processes.

• Reconfiguration of the GTM container, enabling the management of all marketing, analytical, UX and Consent Mode tags in an integrated manner.

• GA4 configuration for each site, enabling more advanced data analysis and better understanding of user behavior.

• Creating comprehensive analytics documentation containing event descriptions, dimensions, definitions, dictionaries and service access standards, which facilitated the team's work and ensured consistency in data interpretation.

• Conducting intensive training for the team in the use of analytical tools, focusing especially on the use of GA4 and data interpretation.

‍

Recommended tools

‍

During the project, we used analytical and marketing tools such as: Google Analytics 4, Google Tag Manager, OneTrust, advertising systems from Google, Microsoft, Meta and others, adapted to the specificity of Astara Poland's activities.

‍

Effects

‍

The implementation of comprehensive data analysis brought a number of benefits to Astara Poland:

‍

• Increase of the effectiveness of marketing activities thanks to a better understanding of user behavior on the website and optimization of business funnels.

• Improved conversion and lead acquisition efficiency through a personalized approach to users and optimization of the lead acquisition process.

• Increase of customer confidence by ensuring compliance with applicable personal data protection regulations.

• Improved cooperation with marketing agencies and other business partners by providing a consistent analytical infrastructure.

‍

Further steps

‍

Organizing and configuring the analytical environment is just the beginning, which unfortunately many customers still do not realize. In the case of cooperation with Astara Poland, we are dealing with an exceptionally aware client who realizes that if there is a manual for a car, there should also be a manual for such an important area as web analytics. Analytics that "holds on its shoulders" the client's media investments and a small error in configuration may cause a large error in conclusions after marketing campaigns.

‍

Therefore, we continue cooperation and provide further support in data analysis and training for the client's team. The goal is to constantly improve analytical processes and use data for further development of the company, as well as next steps in data centralization, including offline data and data from the organization's internal systems.

‍

Summary

‍

The implementation of comprehensive data analysis has brought significant benefits to Astara Poland, enabling a better understanding of user behavior and more effective marketing decision-making. Thanks to a coherent analytical infrastructure, the company is now better prepared for market challenges and can cope more effectively on the increasingly competitive automotive market, using the practices implemented in Poland also in other regions where the Group is present.