Cambrient, a digital marketing services company, has completed an implementation of Google Analytics for Toyota.co.za, which gives the car company a clear picture of its online consumers' behaviour on a national and local level.
The company says the installation also provides Toyota with actionable data to improve sales and customer service.
Antonio Petra, Cambrient's digital marketing strategist, says Google Analytics will give the automaker a comprehensible understanding of how its customers engage with the site and generate valuable information to its marketing department.
“Information such as, which cars are the most popular, what types of comparisons customers request for cars, the price range for vehicles and how much they are willing to spend, and if they apply for finance or book test drives,” says Petra.
He adds that the Web site gives insight into the user's purchasing research trends that emerge out of the prevailing economic conditions or current context. The application deployment, he continues, was very rapid and had little direct impact on Toyota's software developers and development team.
The application also allows the automaker to monitor people's needs. Says Petra: “The data allows Toyota to see what people are looking for, whether they get vehicle comparisons, for example, if they are looking for a family car, or whether they are just looking for something that is practical and economical.
“The interesting thing about vehicle comparisons is that they can show us what customers can actually afford to purchase as opposed to what they would want to purchase or what features they may be willing to sacrifice in order to drive their dream car. Importantly, the company is able to react on actionable information that can be presented at board level.”
Toyota's online communication systems manager, James Smith, says the implementation is also advantageous from a retention point of view, as it allows for better engagement with customers.
“We now know that in the Free State, for example, there is a high demand for the Hilux and Landcruiser vehicles whereas in Gauteng and Cape Town there is an increased demand for passenger vehicles like the Corolla,” explains Smith.
Related story:
Toyota SA loses market share
Share