Strategy Nissan implemented Google Analytics software and used the e-commerce unctionality in an innovative way to capture this information and gain this nderstanding. When a prospective customer books a test drive or requests brochure, they are prompted to complete a form, which as well as asking r contact information also inquires about their preferences for the vehicle they e interested in. The simple addition of an e-commerce tag, added to the thank u' page that appears after form completion, enabled this information to be tured. ults an were then able to analyse the data and understand vehicles were larly generating int which