A complex audit of GA4 and GTM and implementation of a new configuration on the importer's and dealers' websites.
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.
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.
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.
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:
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.
The implementation of comprehensive data analysis brought a number of benefits to Astara Poland:
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.
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.
Tags:
Digital Analytics
Google Tag Manager
Google Analytics 4
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