QUESTION ONE [50] Note this section is research based and requires you to consult other resources beyond the module guide such as internet sources. CASE STUDY Nissan Background Nissan Motor Company runs a large number of websites around the world, aimed at guiding their customers in their vehicle purchase decisions. Nissan offers the visitors to their site a variety of resources to help them choose, including product specifications, downloadable promotional materials and test-drive booking services. These websites are therefore not merely e-commerce sites. Nissan wanted to achieve more than just tracking simple goals and had the ambition to understand their visitors' preferences around the cars on offer, for instance what car models and colours were the most popular. Strategy Nissan implemented Google Analytics software and used the ecommerce functionality in an innovative way to capture this information and gain this understanding. When a prospective customer books a test drive or requests a brochure, they are prompted to complete a form, which as well as asking for contact information also inquires about their preferences for the vehicle they are interested in. The simple addition of an e-commerce tag, added to the 'thank you' page that appears after form completion, enabled this information to be captured. Results Nissan were then able to analyse the data and understand which vehicles were regularly generating interest and therefore tailor their marketing strategies appropriately in each market. Key lessons The key for your strategy is to understand that gathering detailed data can inform commercial decision making and the shape of your digital strategy. Using analytics tags in innovative ways to gain this data can be hugely valuable. Adapted from: Kingsnorth (2016)
QUESTION ONE [50] Note this section is research based and requires you to consult other resources beyond the module guide such as internet sources. CASE STUDY Nissan Background Nissan Motor Company runs a large number of websites around the world, aimed at guiding their customers in their vehicle purchase decisions. Nissan offers the visitors to their site a variety of resources to help them choose, including product specifications, downloadable promotional materials and test-drive booking services. These websites are therefore not merely e-commerce sites. Nissan wanted to achieve more than just tracking simple goals and had the ambition to understand their visitors' preferences around the cars on offer, for instance what car models and colours were the most popular. Strategy Nissan implemented Google Analytics software and used the ecommerce functionality in an innovative way to capture this information and gain this understanding. When a prospective customer books a test drive or requests a brochure, they are prompted to complete a form, which as well as asking for contact information also inquires about their preferences for the vehicle they are interested in. The simple addition of an e-commerce tag, added to the 'thank you' page that appears after form completion, enabled this information to be captured. Results Nissan were then able to analyse the data and understand which vehicles were regularly generating interest and therefore tailor their marketing strategies appropriately in each market. Key lessons The key for your strategy is to understand that gathering detailed data can inform commercial decision making and the shape of your digital strategy. Using analytics tags in innovative ways to gain this data can be hugely valuable. Adapted from: Kingsnorth (2016)
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
1.2 Elaborate on the different marketing metrics that can be utilized to assess a digital marketing campaign. Use relevant examples from the article and appropriate research to substantiate your response
Please provide references. I want to compare to what I have already. Thank you so much, much appreciated.
![QUESTION ONE
[50]
Note this section is research based and requires you to consult other resources beyond
the module guide such as internet sources.
CASE STUDY Nissan
Background
Nissan Motor Company runs a large number of websites around the world, aimed at guiding
their customers in their vehicle purchase decisions. Nissan offers the visitors to their site a
variety of resources to help them choose, including product specifications, downloadable
promotional materials and test-drive booking services. These websites are therefore not
merely e-commerce sites. Nissan wanted to achieve more than just tracking simple goals and
had the ambition to understand their visitors' preferences around the cars on offer, for instance
what car models and colours
were the most popular.
Strategy
Nissan implemented Google Analytics software and used the ecommerce functionality in an
innovative way to capture this information and gain this understanding. When a prospective
customer books a test drive or requests a brochure, they are prompted to complete a form,
which as well as asking for contact information also inquires about their preferences for the
vehicle they are interested in. The simple addition of an e-commerce tag, added to the 'thank
you' page that appears after form completion,
enabled this information to be captured.
Results
Nissan were then able to analyse the data and understand which vehicles were regularly
generating interest and therefore tailor their marketing strategies appropriately in each market.
Key lessons
The key for your strategy is to understand that gathering detailed data can inform commercial
decision making and the shape of your digital strategy. Using analytics tags in innovative ways
to gain this data can be hugely valuable.
Adapted from: Kingsnorth (2016)](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2Fbe640bd5-5f5f-43bf-a98a-3205a21b5fe1%2Ff57fc2ba-4b66-4fae-947d-2bc7a9434088%2Ffe9odn_processed.png&w=3840&q=75)
Transcribed Image Text:QUESTION ONE
[50]
Note this section is research based and requires you to consult other resources beyond
the module guide such as internet sources.
CASE STUDY Nissan
Background
Nissan Motor Company runs a large number of websites around the world, aimed at guiding
their customers in their vehicle purchase decisions. Nissan offers the visitors to their site a
variety of resources to help them choose, including product specifications, downloadable
promotional materials and test-drive booking services. These websites are therefore not
merely e-commerce sites. Nissan wanted to achieve more than just tracking simple goals and
had the ambition to understand their visitors' preferences around the cars on offer, for instance
what car models and colours
were the most popular.
Strategy
Nissan implemented Google Analytics software and used the ecommerce functionality in an
innovative way to capture this information and gain this understanding. When a prospective
customer books a test drive or requests a brochure, they are prompted to complete a form,
which as well as asking for contact information also inquires about their preferences for the
vehicle they are interested in. The simple addition of an e-commerce tag, added to the 'thank
you' page that appears after form completion,
enabled this information to be captured.
Results
Nissan were then able to analyse the data and understand which vehicles were regularly
generating interest and therefore tailor their marketing strategies appropriately in each market.
Key lessons
The key for your strategy is to understand that gathering detailed data can inform commercial
decision making and the shape of your digital strategy. Using analytics tags in innovative ways
to gain this data can be hugely valuable.
Adapted from: Kingsnorth (2016)
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