coca-cola-webtrends
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8/7/2019 Coca-Cola-webtrends
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CASE STUDY / CONSUMER PACKAGED GOODS
&
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.