Posted by: lrrp | September 28, 2007

Google Analytics collaborates with Roche Diagnostics Corporation and their Accu-Chek branded Web sites.

Business

Accu-Chek is the world’s leading diabetes care brand, with products ranging from blood glucose monitoring systems and lancing devices to information management solutions and insulin delivery systems.

Part of Roche Diagnostics (www.roche-diagnostics.com) the Diabetes Care division team is an important pioneer in the area of diabetes management, with more than 30 years of experience in diabetes monitoring and 20 years in insulin pump therapy. The Accu-Chek team’s dedication to diabetes is leading the way in the development of standards of care to reduce the serious consequences diabetes has on both health and the economy..

Approach

The accu-chek.com websites, available in more than 30 countries, offer information and resources to help people better understand and manage diabetes. By visiting http://www.accu-chek.com, which links to any of the Accu-Chek sites around the world, people can find information to help them better manage their diabetes. This includes such topics as nutrition, foot care, checklists, events, as well as an overview of the broad range of Accu-Chek products – from blood-glucose systems and lancet devices to insulin delivery systems and tailor-made data management solutions.

Given the scope of its global web presence, the Accu-Chek web team directly supports individual country sites and implements best practices. “We think globally, but act locally,” said Jim Lefevere, Manager of Marketing. “We were looking for a way to measure traffic or quantify what we were doing on the web. That way we can drive customer focus more effectively.”

“The immediate ability to measure and track our entire web portfolio is a great asset – locally as well as for the whole organization. The level of granular reporting is invaluable. This information will ultimately lead to a higher benefit for our customers.”

In order to measure online activities, many country marketing managers would summarize the log files in report form, which only provided the volume of visitors per month, or by time of day.

Google Analytics offered the web team a solution to support existing marketing programs internationally, with little or no training. Country marketing managers in the 20 countries where Google Analytics is deployed now have immediate access to on-demand web analytics available anytime from anywhere in the world in multiple languages.

Results

With Google Analytics, the Accu-Chek web team immediately identified increased efficiency at the local country level. In addition, they gained insight into global results.

“We want to provide the tools, advice and best practices so that local country marketing managers can achieve the metrics that they need, and have more time to do other parts of their job,” said Gina Mencias, Marketing Manager, Internet content. “Google Analytics was very easy to deploy and manage, and so intuitive, most country managers could use it with no training.”

Initially, the web team set a goal to measure a conversion number for registered users. This is the first step in a larger marketing campaign to attract, acquire and ultimately retain customers as loyal advocates.

“Google Analytics was very easy to deploy and manage, and so intuitive, most country managers could use it with no training.”

Gina Mencias
Marketing Manager, Internet Content

“The immediate ability to measure and track our entire web portfolio is a great asset – locally as well as for the whole organization,” said Lefevere. “The level of granular reporting is invaluable to quantifying success, benchmarking results, and making improvements. This information will help with budget planning, as well as with design of future marketing programs, and will ultimately lead to a higher benefit for our customers.”

Some countries are already seeing results. Norway, for instance, was able to test and measure the effect of local advertising on Web site traffic. With Google Analytics, the marketing team was able to instantly report triple the number of visitors to the website during the period the ad was running in print.

“Metrics help us better understand what provides the most value to people on the web,” Lefevere said. “This allows us to focus time and effort on areas of the site that will give customers more reasons to come back again.”

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