Novartis Implements Google Analytics Premium on a Global Scale to Improve Customer Experience
Customer Company Size
Large Corporate
Region
- Europe
Country
- Switzerland
Product
- Google Analytics Premium
- Google Tag Manager API
- Google Analytics Management API
- Google Analytics Embed API
Tech Stack
- Python
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Healthcare & Hospitals
- Pharmaceuticals
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Process Control & Optimization
- Predictive Quality Analytics
Services
- Data Science Services
- System Integration
About The Customer
Novartis is a global leader in healthcare with thousands of websites worldwide, about 130 of which focus on corporate communications. The company is headquartered in Basel, Switzerland. Novartis discovers, develops, and successfully markets innovative products to prevent and cure diseases, to ease suffering, and to enhance the quality of life. The company wanted to improve customer experience globally, streamline management of the company’s 130 websites, get the right metrics into the hands of the right people, and implement Google Analytics Premium at scale.
The Challenge
Novartis, a global leader in healthcare, operates thousands of websites worldwide, with about 130 focusing on corporate communications. Managing this number of sites requires ensuring that data from each website gets to the right person and that teams can confidently compare the same metrics to continuously improve the company’s sites for customers. Novartis wanted to consistently and efficiently implement Google Analytics Premium across its key communications websites, ensuring that implementation was done correctly on each individual page. A project of this scale requires many Google Tag Manager containers and Google Analytics Premium properties, so Novartis knew it would need to be able to quickly replicate any changes and updates made in one site to other sites. This includes copying Tag Manager tags, macros, and rules as well as duplicating settings and configurations in multiple Google Analytics Premium properties and views.
The Solution
Novartis used the Google Tag Manager API and the Google Analytics Management API to accomplish its implementation and verification objectives for its global project. With Python, Novartis used the Google Tag Manager API to create the containers, tags, and macros. Then it used the Google Analytics API to create Google Analytics accounts, properties, and views. Novartis first implemented and tested one container tag. Once it verified that data was flowing properly into the appropriate Google Analytics view, it used both APIs to implement all remaining tags and configure the Google Analytics views for the other websites. Finally, Novartis went back, using the APIs to modify several groups of websites that needed customizations such as IP address anonymization. Novartis found value in being able to add and edit all of its Google Tag Manager containers and Google Analytics Premium properties in one place. This made it easy to see the relationships and ensure that data from one website and Google Tag Manager container was going to the right Google Analytics property.
Operational Impact
Quantitative Benefit
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