PPG Actionable Analytics Framework

PPG – ehhh … what is that?

• Coatings company from Pittsburgh� Re-finish Coatings

� Achitectual Coatings

� Aerospace Coatings

� Industrial Coatings

� Protective- & Marine Coatings

• 15.4 Billion $ turnover in 2014

• 156 productions plants WW

• 46.100 Employees WW� 14.700 in EMEA

• No. 190 on Fortune 500

• PPG acquired Akzo Nobel North America & Canada in 2014.

More background - EMEA digital marketing

• 34 paint brand names

� 75 local brands

• 137 websites

� app 65% responsive

• +14 languages

• +20 mobile apps

• +12 CMS systems

oh .. And I almost forgot;

• AFOS (17 countries – 19 websites)

� 7 brands

ROI…

Relevance …

Analytics?

PPG.co

m

Visits

112,000 118,000 122,685 ~8% decrease in traffic

since launch in March

Average Pages / Visit

Session duration

2.8 pages

8:08 min

2.8 pages

7:57 min

2.9 pages

8:01 min

Steady

TOTAL VISITS from Social

Media sites:

841 978 1200

Referrals from Facebook 245 182 322

Referrals from Twitter 192 348 287

Referrals from LinkedIn 275 384 520

Brand

XX

Definition of Web Analytics 2.0

1. The analysis of qualitative and quantitative data from your website and the competition

2. To drive a continual improvement of the online experience of your customers and prospects

3. Which translates into your desired outcomes

(online and offline)

Desired Outcome?

Online Touchpoints until Purchase

Inspiration Platforms

PPG Digital Presence

Google and other Search

Retail Store Online Presence

Social Media Platforms

Competitor’s Digital Presence

Offline Touchpoints until Purchase

TV / Magazines

Family & Friends

Retail Stores

Competitor’s Brochures

PPG’s Brochures

…and find PPG’s digital

presence…

But.. they are not supported to

purchase immediately

…they go online for more

inspiration…

…so they are open to influence

by other brands once they enter

the store

…and they may purchase

another brand

…for example lower prices, out

of stock situations, advice by

employee

Inspiration OrientationWhat colors fit well? ? I New

Ideas ? I What are the

Trends?

Which color? I What tools? I Level of quality? I What

basis? I Gloss? I How much

do I need?

Which brand? I Best price? IColor accuracy on package?

If people are inspired ..

… and start searching

for paint in Google or

on social platforms..

10

The Customer Journey Survey

Purchase Application MaintenanceHow do I prepare? I How do I

apply? I How long should I let

it dry before 2nd. Layer?

Can I wash the surface? IHow long before I have to

paint again? I Which colours

match what I have now?

Customer Journey Model; Touchpoints

Inspiration

Phase

Orientation

Phase

Purchase

PhaseApplication

PhaseMaintenance

Phase

Visualization toolsTrend coloursInspirational videosMood boardsColour FAQ

Product SelectorProduct pagesReference projectsColour fan decksProduct FAQSustainability

Paint CalculatorStore LocatorPainter locatorShopping listsComplem. products

Paint systems”How to” VideosGuidesTechnical AdvisesTech. FAQTDS/MSDS

Maintenance PagesNewslettersTech. Advise pages

Maybe more relevant?

Inspiration

Visualisation

Trend Colours

Mood Boards

114%31%

88%

Orientation

108%Product Selector

88%

Product Pages 126%

Reference Project

6%

17%

31%

Change

Previous result

Result

128%19%

107%

Purchase

Calculator

Store Locator

Comparison tool

Change

Previous result

Result

3%

80%

Application

Guides

Videos

Info pages

Change

Previous result

Result

108%1%

120%

Maintenance

Newsletters

Maintenance Guides

Videos

Change

Previous result

Result

Reference dataBasic data

Visits

Page views

Downloads

How to pages

26%

-21%

-2%

16%

30224

1567

851

8621

26%

-21%

-2%

16%

Compered to peersDevelopment Raw Data

Themed pages

Guide pages

Commerce Pages

Product Pages

Inspiration pages

26%

-21%

-2%

16%

30224

1567

851

8621

26%

-21%

-2%

16%

Compered to peersDevelopment Raw Data

Colour FAQ 108%Colour Fan Deck

67%Product FAQ

126%Sustainability

6%

17%

31%

Sales FAQ

Contact

Shopping list

Support FAQ

Technical Advise

QR Code Guides

6%

17%

31%

6%

17%

31%

102%1%

101%

108%

78%

126%

6%

-11%

31%

Change

Previous result

Result

108%

78%

126%

6%

-9%

31%

-3%

1%

12%

-2%

-3%

3%

108%

126%

6%

17%

31%

108%

78%

126%

6%

17%

31%

6%

17%

31%

6%

17%

31%

108%

79%

126%

6%

17%

31%

108%

59%

126%

6%

17%

31%

6%

17%

31%

6%

17%

31%

108%

85%

126%

6%

17%

31%

6%

17%

31%

Measure Result MoM YoY Measure Result MoM YoY

Measure Result MoM YoY Measure Result MoM YoY Measure Result MoM YoY

Customer Journey

Touchpoints

Inspiration Videos

Colour Psycology

78%

Result

Info pages

Maintenance FAQ

Maintenance Chat

126% 31%

108%

76%

6%

17%

31%

6%

17%

112%

112%19%

103%

InspirationChange

Previous result

Result

BE

DE

DK

NL

FR

26%

-21%

-2%

16%

18%

UK

PL

16%

18%

2%

-15%

-23%

11%

85%

10%

-8%

107%19%

126%

OrientationChange

Previous result

Result

BE

DE

DK

NL

FR

26%

-21%

-2%

16%

18%

UK

PL

16%

18%

2%

-15%

-23%

11%

85%

10%

-8%

109%19%

102%

PurchaseChange

Previous result

Result

BE

DE

DK

NL

FR

26%

-21%

-2%

16%

18%

UK

PL

16%

18%

2%

-15%

-23%

11%

85%

10%

-8%

120%19%

114%

ApplicationChange

Previous result

Result

BE

DE

DK

NL

FR

26%

-21%

-2%

16%

18%

UK

PL

16%

18%

2%

-15%

-23%

11%

85%

10%

-8%

116%19%

102%

MaintenanceChange

Previous result

Result

BE

DE

DK

NL

FR

26%

-21%

-2%

16%

18%

UK

PL

16%

18%

2%

-15%

-23%

11%

85%

10%

-8%

Key Performance Indicators Benchmarking

Insp. Orient.

Purch.

Appl.

Maint.

Please: Avoid the Hippo!!