Web Analytics driving Ford’s auto production

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Yesterday in the Web Analytics Yahoo group, Jim Novo reported how Ford was using Web Analytics to adapt their auto production (during a presentation at the Santa Barbara's 2006 eMetrics). They found out that the car configurations done online where pretty similar with the later orders that were made by the public.

Here's part of Jim's post (He concludes perfectly this post):

"What is probably more important, from an analytical culture perspective, is
that this gigantic metal-bender with very long lead times is actually using
this web data to modify production plans because it has been such a
reliable predictor of demand.

This concept was so far outside the expected norm that in the Q & A, I made
a fool of myself by asking Stacey Coopes (from Ford) if I had heard her
correctly. The conversation went roughly like this:

Jim: Are you saying that Ford is actually using web demand data to drive
auto production?

"Yes", she said.

Jim: "You mean, to actually schedule production, order parts, configure
factories?"

"Yes", she said

Bottom Line – I simply do not want to hear anyone ever again whining about
problems with getting management to pay attention to web data. If Stacey
can make this kind of thing happen at Ford, you can do it where you are.

This is a monumental achievement."

I'm certain the Web Analytics business unit @OX2 couldn't agree more.


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