Fiat, operating through the TOFAŞ group in Turkey, faced critical analytics challenges as browser privacy restrictions threatened their ability to understand customer behavior. Third-party cookie dependency created measurement vulnerabilities across their digital operations, while incomplete analytics data prevented accurate business decisions.
The solution was comprehensive first-party data warehousing with cookieless analytics infrastructure, establishing measurement completely independent of browser restrictions.
Why Hardal?
Fiat was struggling with browser privacy restrictions that blocked significant customer data and limited visibility into the complete automotive shopping journey. Safari Intelligent Tracking Prevention, Chrome privacy updates, and iOS restrictions were creating fragmented tracking, preventing accurate attribution across research and purchase cycles.
Hardal's cookieless tracking solution established first-party data infrastructure that eliminated cookie dependency while powering Fiat's custom in-house analytics dashboard.
Key advantages delivered by Hardal:
- First-party data warehousing - Complete customer data collection owned and controlled by Fiat, independent of third-party platforms
- Cookieless tracking infrastructure - Browser-independent measurement maintaining accuracy across all platforms and privacy settings
- Custom analytics dashboard - In-house analytics powered directly by Hardal's first-party data for complete visibility
- Privacy-compliant architecture - Respectful data collection unaffected by browser restrictions or evolving regulations
- Future-proof measurement - Analytics infrastructure resistant to cookie deprecation and privacy regulation changes
Implementation Process
- First-party data warehouse was deployed capturing complete customer behavior independent of cookies
- Cookieless tracking infrastructure was established providing consistent measurement across all browsers
- Custom analytics dashboard was built powered by Hardal's first-party data collection
- Server-side measurement was implemented eliminating client-side tracking limitations
- Privacy-compliant data collection was activated ensuring regulatory compliance throughout
The implementation established complete analytics independence, giving Fiat full control over their customer data and eliminating dependency on third-party platforms or browser cookies.
Results Achieved
Analytics Independence
- Complete elimination of browser-based tracking limitations across Safari, Chrome, and all platforms
- Custom in-house dashboard powered entirely by first-party data under Fiat's control
- Consistent tracking accuracy unaffected by privacy restrictions or cookie blocking
- Future-proof infrastructure independent of browser updates and regulation changes
Data Quality Enhancement
- First-party data warehousing providing superior accuracy compared to cookie-based tracking
- Complete customer journey visibility from initial research through purchase consideration
- Enhanced insights into automotive shopping behavior patterns and high-value activities
- Reliable measurement supporting strategic business decisions
Business Impact
- Full ownership and control of customer analytics data eliminating platform dependency
- Accurate attribution across extended automotive consideration cycles typical of vehicle purchases
- Strategic competitive advantage through independent, cookie-free measurement capabilities
- Enhanced targeting based on complete behavioral data unaffected by restrictions
- Scalable infrastructure supporting continued digital transformation
Fiat has transformed their analytics capabilities, achieving complete measurement independence through first-party data infrastructure that positions them ahead of industry privacy changes.
Implementation Partner: Analytica House
Digital Analytics Agency