诺华在全球范围内实施 Google Analytics Premium 以改善客户体验
公司规模
1,000+
地区
- Europe
国家
- Switzerland
产品
- Google Analytics Premium
- Google Tag Manager API
- Google Analytics Management API
- Google Analytics Embed API
技术栈
- Python
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Productivity Improvements
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 医疗保健和医院
- 药品
适用功能
- 商业运营
- 销售与市场营销
用例
- 质量预测分析
- 过程控制与优化
服务
- 数据科学服务
- 系统集成
关于客户
诺华是医疗保健领域的全球领导者，在全球拥有数千个网站，其中约 130 个专注于企业通讯。该公司总部位于瑞士巴塞尔。诺华发现、开发并成功销售创新产品，以预防和治疗疾病、减轻痛苦并提高生活质量。该公司希望改善全球客户体验，简化公司 130 个网站的管理，将正确的指标交到正确的人员手中，并大规模实施 Google Analytics Premium。
挑战
诺华是医疗保健领域的全球领导者，在全球运营着数千个网站，其中约 130 个专注于企业通讯。管理如此多的网站需要确保每个网站的数据都能发送给正确的人员，并且团队可以自信地比较相同的指标，以不断为客户改进公司的网站。诺华希望在其主要通讯网站上一致高效地实施 Google Analytics Premium，确保在每个页面上正确实施。这种规模的项目需要许多 Google Tag Manager 容器和 Google Analytics Premium 媒体资源，因此诺华知道它需要能够快速将一个网站中的任何更改和更新复制到其他网站。这包括复制 Tag Manager 标签、宏和规则，以及在多个 Google Analytics Premium 媒体资源和视图中复制设置和配置。
解决方案
Novartis 使用 Google Tag Manager API 和 Google Analytics Management API 来实现其全球项目的实施和验证目标。借助 Python，Novartis 使用 Google Tag Manager API 创建容器、标签和宏。然后，它使用 Google Analytics API 创建 Google Analytics 帐户、属性和视图。Novartis 首先实施并测试了一个容器标签。在验证数据正确流入相应的 Google Analytics 视图后，它使用这两个 API 实施所有剩余标签并为其他网站配置 Google Analytics 视图。最后，Novartis 回过头来，使用 API 修改需要自定义（例如 IP 地址匿名化）的几组网站。Novartis 发现能够在一个地方添加和编辑其所有 Google Tag Manager 容器和 Google Analytics Premium 属性很有价值。这使得查看关系变得容易，并确保来自一个网站和 Google Tag Manager 容器的数据流向正确的 Google Analytics 属性。
运营影响
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