Rabobank's migration from Google Universal Analytics—also known as Google Analytics 3 or GA3—to Piano Analytics was initiated due to changing data privacy regulations across Europe. This technical and strategic transition was not merely a change in tools; it required a comprehensive overhaul of the bank's analytics framework to ensure compliance and enhance data-driven decision-making capabilities. The transition was planned and executed in phases, notably the ‘preparation phase’ and the ‘implementation phase.’ In this video Steven Leever, Product Manager of Customer Engagement for Rabobank, reviews the logistics of these phases.

Preparation Phase:

• Compliance-Driven Decision: The migration was initiated in response to data privacy concerns raised by authorities including Austria, France, and Italy, deeming Google Universal Analytics incompatible with EU data privacy laws. This regulatory landscape necessitated a thorough market evaluation to find a suitable analytics solution, leading to the selection of Piano Analytics.

• Strategic Planning and Stakeholder Engagement: A detailed digital analytics landscape was drafted, outlining the transition from the existing setup to Piano Analytics. It was critical to engage internal stakeholders across various departments to ensure buy-in and readiness for the change. This collaborative approach aligned teams with migration objectives.

• Technical and Operational Readiness: The technical preparation involved ensuring the data layer of Rabobank's various websites was standardized and vendor-agnostic, a step taken in 2019. This foresight facilitated a smoother transition, as the existing data infrastructure did not require major alterations. Collaboration between teams managing the data lake, dashboarding, and reporting was prioritized to prepare for the new system.

Implementation Phase:

• Measurement Framework as a Foundation: The implementation phase was anchored by a comprehensive measurement framework, guiding the setup of the data layer and informing teams on what and how to measure within the new system. This framework was instrumental in standardizing metrics across the bank's digital assets.

• Education and Training: A significant focus was placed on educating employees, especially within marketing and engineering teams, about Piano Analytics. Training covered the differences between Google Universal Analytics and Piano Analytics, how to transition existing dashboards, and set up new custom metrics and reports.

• Feedback Loop for Continuous Improvement: The measurement framework was developed alongside a digital analytics feedback loop, so product teams could have discussions about their specific measurement needs and insights expectations. This approach ensured that the analytics setup was not only compliant and efficient but also tailored to deliver actionable insights.

Rabobank’s move to Piano Analytics is a model of strategic planning and execution, showcasing how to adapt to regulatory demands and internal requirements. Through detailed planning, collaboration, and a commitment to training, the bank has set a new standard in privacy-compliant, effective digital analytics.