Case Study: Panasonic achieves 30% higher return on advertising spend with Google Analytics Solutions

Panasonic improves return on advertising spend by 30% with Google Analytics 360

Panasonic’s Consumer Marketing Japan Division needed to move from product‑centric to customer‑centric digital advertising but lacked a single platform to analyze cross‑campaign performance. Working with NRI Netcom, they sought to reach customers during major life events and target complementary product purchases more precisely.

By consolidating all campaign data in Google Analytics 360 and leveraging its integrations with AdWords and DoubleClick, the team built audience lists, remarketing strategies and interest‑based targeting to reach high‑value users. The change delivered a 30% improvement in return on advertising spend, a 50% drop in bounce rate, up to a 300% increase in click‑through rates, and a unified analytics platform that enables faster, data‑driven budget shifts.

Panasonic