coca-cola-webtrends

8/7/2019 Coca-Cola-webtrends

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CASE STUDY / CONSUMER PACKAGED GOODS 

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851 SW 6th Ave. , Suite 1600, Port land, OR 97204 1 .503 .29 4.7025 fax : 1 .503 .29 4.7130 For of f ic es wor ldwide, v is it : www.webtrends. com

Webtrends Quenches The Coca-Cola Company’s Thirst

or Analytics Guidance, Technical Problem Solving

CHALLENGE

Digital marketers and web developers romHouston to Hong Kong rely on The Coca-ColaCompany’s Global Web Technology team to

help them measure and optimize the onlinepresence o the world’s largest sot drink andbeverage company.

The ve-member team, based in Atlanta, Ga.,oers technical guidance and problem solving

to the more than 500 employees who useWebtrends Analytics to track web site activityrelated to the company’s 400+ brands in morethan 200 countries.

The number o consumer applications in thecompany’s hosting environment has grown

dramatically in recent years, as have thesophistication and complexity o the consumerexperiences. The high cost o producing thiscontent has increased executive mandates or

measuring marketing ROI, which has, in turn,increased the time and eort required tosupport the company’s online analytics.

 SoLutioN

The Coca-Cola Company receives weeklyWebtrends Enterprise Proactive Services (EPS)or the company’s worldwide use o Webtrends

Analytics. A Webtrends technical account manager(TAM) works on all the company’s requests,providing the company a consistent resource whopossesses historical knowledge o the account.

The TAM assists Kuhlke’s team rom Webtrends’main ofce in Portland, Ore., where he has direct

access to product engineers and other experts, aswell as the servers that store The Coca-ColaCompany’s complete web site data.

The TAM researches and remedies tough technicalissues and how-to requests, oten working directly

with the web developers and analysts to streamlineresponses. In addition, he perorms ongoingmaintenance o The Coca-Cola Company’s analyticsinrastructure, including user prole updates.

“I we didn’t have our TAM to answer those

questions, it would be painul,” Kuhlke says.“He’s our own support-guy god.”

RESuLtS

Initially, Kuhlke wasn’t sure how much o adierence a single TAM could make, so heplayed it sae with a three-month services trial.

Beore the trial was over, he had extended thecontract or a ull year.

Specic benets The Coca-Cola Company hasrealized include:

• Value for money. Webtrends TAMs possess anaverage o eight years o analytics consultingexperience. The weekly TAM time costs a raction

o what it would to add a similarly experiencedanalytics expert to Kuhlke’s team.

• Better answers. The TAM’s access to completedata and expert resources produces more eectivesolutions than i The Coca-Cola Company were

to hire someone internally.

• Fast service. The TAM usually always responds

within an hour and resolves even the mostcomplex issues within a day or two, Kuhlke said.