Coremetrics Implementation

3AI September 10, 2020

International toy manufacturer

Problem Statement

• Current digital reporting tool used by the company was not giving accurate information; Company wanted to migrate to a new tool
• The KPIs and metrics being captured in the current tool were also not complete; also the metrics were common to all brands whereas in reality each brand had quite a different strategy to engage visitors
• Content development was associated with significant costs, hence the need to understand content that would be appreciated by the end user

Analytics Led Approach

• Identifying engagement tools Shortlisting KPIs for each brand
• Implementing Coremetrics tags on brand webpages and brand elements
• Scheduling monthly reports & dashboards
• Engagement Segment Definition
• Brand-wise KPIs, Reports & Dashboards and Result & Analysis

Business Impact

• Brand managers of all sub brands were able to track parameters that were relevant to their brands
• DMMs would be able to invest their content management budgets more wisely in terms of making their brand website more relevant to customers

Critical Success Factors

• KPI Rationalization and generating dashboards for brand managers and digital marketing managers (DMMs)
• Digital Marketing Managers of respective brands were able to identify content that is more engaging and not so engaging in their respective brands