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Panasonic improves return on advertising spend by 30% with Google Analytics 360
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Consumer Goods
- Electronics
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Demand Planning & Forecasting
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
The Challenge
Panasonic, a global product manufacturer, was facing challenges in managing and analyzing its marketing data across various divisions and advertising platforms. The company was struggling to fully understand which keywords and display ads were driving real audience engagement with their website. The lack of a unified view of their marketing data was hindering their ability to treat it as a common corporate asset. Additionally, Panasonic was finding it difficult to reach the right customers and improve their digital marketing performance.
About The Customer
Panasonic Corporation is one of the largest product manufacturers in the world, employing 260,000 people across 473 companies. The company operates globally, offering a diverse product line that includes consumer and automotive electronics, housing, and B2B solutions. Panasonic's headquarters are located in Osaka, Japan. The company's vast scale and diverse operations necessitate a robust and efficient approach to managing and analyzing marketing data across various divisions and advertising platforms.
The Solution
Panasonic partnered with NRI Netcom, a company that provides total solutions for enterprise digital marketing, to leverage Google platforms for digital marketing success. They aggregated all their digital campaign data into Google Analytics 360, creating a unified view of their marketing data. This allowed them to manage and analyze their marketing data as a common corporate asset. They also built remarketing audiences for all their main-line products using segmentation features in Analytics 360. These lists were then published to AdWords, the Google Display Network, and DoubleClick Bid Manager, enabling them to remarket to users based on the products those users had researched. Furthermore, they used ad integrations to acquire new users likely to have high engagement levels.
Operational Impact
Quantitative Benefit
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