The Client
Case IH is a global leader in the agricultural equipment sector, with a rich history spanning almost two centuries. Renowned for their innovative and reliable machinery, Case IH serves the needs of farmers with a broad range of products including tractors, combines, sprayers, planters, and precision technology designed to optimize agricultural productivity.
Services provided
Challenges
In 2023, Case IH approached AND EMILI to enhance their efficiency and control over global website analytics. Previously, multiple agencies with differing tools and approaches managed analytics for specific markets, resulting in a fragmented understanding of website performance and challenges in comparing data across regions.
Case IH faced significant challenges in maintaining consistency and accuracy in analytics data due to the diversity of tools and methods employed by various local agencies. The global managers struggled with:
- Inconsistent data methodology.
- Difficulties in comparing website performances across different markets.
- Lack of a unified measurement system.
Solutions
AND EMILI’s digital marketing team developed and implemented a comprehensive unified measurement plan. Key aspects of the solution included:
- Unified Tools: implementation of Google Tag Manager and Google Analytics 4 across 34 Case IH corporate websites.
- Advanced Tracking: activation of server-side tracking using Stape.io, integration of Meta Conversion API, advanced cross-domain tracking to ensure robust data collection even from external components embedded via iFrame.
- Data Compliance: ensured that all tracking systems were fully compliant with privacy regulations and cookie policies.
- Real-Time Reporting: developed custom Looker Studio dashboards for global and market managers to monitor performance metrics in real-time.
Results
By standardizing the analytics approach, AND EMILI enabled Case IH to:
- Gain a clear, unified view of global website performance.
- Achieve consistent and efficient tracking across all markets.
- Empower managers with the knowledge and tools needed to leverage analytics fully through ongoing consultancy and training.
- Quickly make clear and informed business decisions by accessing all the data in one simplified place.
Today, AND EMILI continues to manage the evolving analytics needs of Case IH by maintaining open lines of communication with brand managers and local agencies, ensuring ongoing consistency and efficiency in global analytics management.
In the Client's Words
"AND EMILI has played an enormous role in creating a data-analytics strategy for Case IH. This strategy has led to our websites going from marketing assets to highly-strategic business tools for our customers worldwide. With over 30 sites and millions of pageviews, AND EMILI ’s ability to restructure, consolidate and elevate our sites with analytics and data tracking has had a major impact on the way Case IH makes website decisions globally."
S.G. Head of Global Brand Marketing
Case IH
