Case Study: Novartis improves global website analytics and customer experience with Google Marketing Platform

Using Google Marketing Platform, Novartis customer experience is the picture of health on a global scale

Novartis, the global healthcare company, needed a scalable way to manage analytics across at least 130 corporate communications websites worldwide. With many sites sharing similar goals but also requiring country-specific privacy and customization needs, Novartis wanted to ensure the right metrics were captured consistently and delivered to the right teams. Google Marketing Platform, including Google Tag Manager 360 and Google Analytics 360, was used to support this effort.

Google Marketing Platform helped Novartis automate container, tag, macro, account, property, and view creation through APIs, allowing the team to roll out changes efficiently and reduce manual, error-prone work. The approach improved consistency, saved time, and freed developers and marketers to focus on higher-value tasks. Novartis also gained dashboards and cross-property reporting to help analysts monitor results and identify where to focus effort and resources.

Novartis

Angela Grammatas

Digital Analytics Manager, Novartis