Google Case Studies Panasonic improves return on advertising spend by 30% with Google Analytics 360

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	Panasonic improves return on advertising spend by 30% with Google Analytics 360 Google

Panasonic improves return on advertising spend by 30% with Google Analytics 360

Google

Technology Category	Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - API Integration & Management
Applicable Industries	Electronics Consumer Goods
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Demand Planning & Forecasting Behavior & Emotion Tracking
Services	Data Science Services Cloud Planning, Design & Implementation Services
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Electronics

Consumer Goods

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Demand Planning & Forecasting

Behavior & Emotion Tracking

Services

Data Science Services

Cloud Planning, Design & Implementation Services

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 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.

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.

Impact #1	Established an analytics platform using Analytics 360 where they can manage marketing data in a single place.
Impact #2	Created the ability to analyze accumulated data from their marketing campaigns across advertising platforms and agencies.
Impact #3	Improved targeting led by audience reporting and remarketing.

Impact #1

Established an analytics platform using Analytics 360 where they can manage marketing data in a single place.

Impact #2

Created the ability to analyze accumulated data from their marketing campaigns across advertising platforms and agencies.

Impact #3

Improved targeting led by audience reporting and remarketing.

Benefit #1	30% improvement in return on advertising spend.
Benefit #2	50% drop in bounce rate, thanks to brand campaign improvements based on the integration of advertising and behavioral data.
Benefit #3	300% higher click-thru rate due to better targeting led by audience reporting and remarketing.

Benefit #1

30% improvement in return on advertising spend.

Benefit #2

50% drop in bounce rate, thanks to brand campaign improvements based on the integration of advertising and behavioral data.

Benefit #3

300% higher click-thru rate due to better targeting led by audience reporting and remarketing.

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Overview

Panasonic improves return on advertising spend by 30% with Google Analytics 360

Operational Impact

Quantitative Benefit