Unesco
Customer knowledge: definition of the web/data strategy
The need
Establish a data strategy to track the KPIs of the various websites
UNESCO needed to develop a data management strategy to optimize and redefine all of its Galaxy sites. This ambitious project aimed to establish clear objectives and well-defined key performance indicators (KPIs) for each site, in order to ensure more effective management and better decision-making.
The challenge
Define the overall architecture, the site families, and the KPIs of the deployment process, and adapt them according to the visitors' personae
The objective was to define a clear and coherent overall architecture to guide the development and management of UNESCO’s websites, while taking into account the various existing site families. This global architecture was intended not only to provide a unified structure for organizing the sites, but also to offer a modular framework capable of adapting to the specificities and unique needs of each site and each type of visitor.
Our approach
Prioritize digital objectives by defining a digital strategy based on visitors' expectations and establishing performance indicators to measure its effectiveness
By defining a global digital strategy based on visitor typologies and expectations through quantifiable objectives, we helped UNESCO prioritize its digital goals:
- The initial tasks focused on developing customer segmentation in order to precisely define the different target audiences and key personas to address, by establishing detailed profiles of their expectations and online behaviors. We then listed and ranked the various types of visitors to reach, identifying for each the most relevant information and user journeys to implement.
- Based on this foundation, we designed the architecture and layout of the Galaxy website. We defined the overall architecture, the different sub-site families by theme, as well as the main KPIs to measure the effectiveness of the deployment process.
Precise quantitative objectives were set in order to evaluate the performance of this next-generation digital ecosystem in relation to the various expectations expressed by target visitors.
- Finally, data repositories were established for each site and sub-site, enabling the availability of a single, reliable source of truth by managing views in a centralized manner.
The result
An initial data strategy with a concrete roadmap for improving customer knowledge and traffic
The initialization of the data strategy began with a concrete roadmap, outlining the key steps, priorities, and necessary tools to align organizational objectives with an optimized and structured data management approach, aiming for a gradual and structured deployment of the data strategy within the organization. Customer segmentations and the underlying analyses enabled a more detailed understanding of visitors and their expectations.
“A data-driven approach is an essential aspect of its web communication strategy.”
Kevin GUEZENNEC
Data Senior Consultant, Smile
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