We often work with organizations that have invested in Adobe Analytics but aren't recognizing the platform's full potential, largely due to an incomplete setup. While Adobe Analytics is a powerful platform, maximizing its potential requires a setup that seamlessly blends Adobe's technical capabilities with the organizational requirements.
There are six key areas we commonly identify to enhance existing Adobe Analytics implementations:
- Leveraging Event-Driven Data Capture Methodologies (e.g., WebSDK, ACDL) Modernizes implementations to work with other Adobe platforms, aligning data capture to business requirements and optimizing site performance.
- Native Integrations Enables connectivity across Adobe platforms to maximize the value of Adobe investments (e.g., A4T).
- Consent-Based Tracking Ensures data collection is compliant with regulations.
- Scaling Strategies for Global Markets Implements a solution that is efficient to scale and maintain while addressing the unique needs associated with multi-market implementations (e.g., language considerations).
- Marketing Channel Configurations Utilizes classifications and processing rules to better attribute traffic and conversions to specific marketing efforts.
- Organization and Governance Within Tag Management Platforms Establishes documentation, naming conventions, and libraries to eliminate errors and govern platform usage across teams.
Our process to enhance Adobe Analytics implementations ensures that the solution is scalable, drives efficiency in operations, and meets business needs while maintaining compliance with data regulations and set standards for governance. To meet these objectives, we typically approach with the following steps:
- Understanding an Organization's Business Goals and Objectives Leveraging this information to define the supporting role of the website/app and required user engagement metrics to measure KPIs.
- Defining a Data Strategy Accounts for both short-term and long-term goals. Scalability is a critical consideration for global companies and is often overlooked in initial setups.
- Ensuring Data Granularity Matches Use Cases Important when considering site performance and consent-based policies surrounding data collection and application.
- Leveraging Capabilities Like WebSDK and ACDL Ensures that the implementation will be efficient to maintain long-term and facilitate the data requirements of more sophisticated use cases (e.g., same-session personalization).
- Creating/Augmenting/Evolving Key Documentation Developing strategic documentation (e.g., Solution Design Reference documents, Playbooks, etc.) to inform stakeholders of the intent behind the setup and protect the integrity of the data across all teams (implementation, reporting, etc.).
Our team has extensive experience with Adobe Analytics, ranging from platform setup to engineering integrations, in-platform configuration, and strategic interpretation/activation of data collection. If you're interested in increasing the value of your investment, we're here to help. Let’s talk – [email protected]
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