Case study: How Adobe achieved success with Website Analytics  

A global specialty toy store discovered that their mobile income for both "Click and Collect" and "Home Delivery" options had declined significantly after introducing a new mobile website. This is an issue that demands attention at any time of year, but it was more pressing as the holiday season approached. Traditionally, the fourth quarter accounted for more than 40% of their annual revenues, so they needed to move quickly. Boost your Skills by learning: Digital Marketing
 
Table of Content:
1) What are the Benefits of Good Web Analytics?
2) Challenge:
3) Solution:
4) The Outcomes:
5) How Adobe achieves LinkedIn alignment and ABM success:
6) The Most Frequent Adobe Analytics Errors:

What are the Benefits of Good Web Analytics?

Online analytics are powerful, and if you start and stop your endeavor with how many people visit your site, you are doing yourself a disservice. This is due to the fact that web analytics allows you to gather and evaluate what is occurring on the site, not only how many people come, but also their identities, how long they stay, what they do, and a lot more. Good web analytics is more than just gathering and evaluating data.

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Instead, it is a chance to use data to better understand what your company needs, what works and what doesn't, and to use that knowledge to make smarter, more data-driven decisions.

While guaranteeing the performance of any website might be tough, it always begins with a well-defined analytics plan that is in line with important company objectives. Next, you'd use tools to compare your website's performance to those targets. What follows is a practical approach to web analytics that I would endorse. Determine Key Stakeholders, Establish goals, create KPIs, and install tools/frameworks. Gather data, analyze/visualize data, identify gaps, and finally refine and improve.
While the attractiveness of web analytics should be obvious, it is not without challenges. One key aspect that we frequently miss is tool selection. Without a doubt, the most valuable analytics will nearly always make advantage of every aspect of the greatest analytics platform available. CrazyEgg, Clicktale, and Google Analytics, IBM are some popular analytics solutions.  Today, however, I will concentrate on practical methods to use Adobe Analytics, one of the greatest online analytics solutions for large organizations.
 
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Challenge:

Adobe Experience Cloud provides a suite of analytics, marketing, content marketing, commerce, and advertising tools for businesses of all sizes. Its consumers come from every sector and it strives to provide exceptional customer experiences. Adobe confronted a scenario that should be familiar to many matrixed firms with various marketing and sales teams two years ago: segregated tactics that resulted in inefficiencies. "We turned to LinkedIn to help us integrate relationship-based sales activity with our larger marketing efforts in order to decrease waste," explains Matt Rozen, Director of Business Editorial and Social Media.
 
Solution:

The Adobe Experience Cloud team was able to use the power of LinkedIn's comprehensive member data and advertising technologies thanks to a focused and integrated account-based marketing strategy. Adobe immediately included the professional network in its redesigned approach.
Adobe was able to reach the whole buying committee with accuracy by targeting senior decision-makers and influencers. Instead of "marketing tossing darts at a dart board," Cari Vecchia, Adobe's Director of Global Sales Program Operations, explains, we are able to contact CMOs and other key committee members.

The Outcomes:

Organic traffic for non-branded terms increased by 8% in the first year, while conversions improved. Adobe subsequently launched separate feature pages for the remaining product features, and the new individual feature sites now account for 63% of all non-brand organic traffic. Moreover, BrightEdge's Share of Voice report now reveals that Adobe claims around 66% of the traffic from those non-branded terms, implying that the 5 rivals they're tracking through BrightEdge.
 
How Adobe achieves LinkedIn alignment and ABM success:

Overcoming ABM Challenges
Adobe now has a platform to support genuine alignment and orchestration, thanks to a solid marketing strategy and a sales staff that uses Sales Navigator. During the chase of major accounts on LinkedIn, marketing, and sales are in sync. "It's not simply the usual lead hand-off," Megan Ybarra, Head of Enterprise Digital Marketing, explains.
 
Adobe Analytics is our preferred tool:
It is part of the larger Adobe Analytics Cloud offering, which also includes the Adobe Experience Cloud, which provides tools for more comprehensive analytics needs. Adobe Launch is Adobe's newest tag management service, replacing Adobe Dynamic Tag Manager (DTM). To mention a few, Launch features extensions such as Rule Builder, Enterprise Publishing, Data Elements, and Modular Container Tag. The Analytics Cloud is also tightly integrated with other Adobe services such as Adobe Marketing. But, for the sake of this article, we will focus only on the Analytics solution, beginning with some of the most typical mistakes individuals make while utilizing this powerful tool.
 
The Most Frequent Adobe Analytics Errors:
 
Choosing the best variables for the project
Adobe has several alternatives for data capture, but the three most common techniques for custom data collection are:

• eVars stand for conversion variables.
• Traffic variables are props.
• success counts for events

Each serves a distinct role, yet we frequently see clients depending only on eVars to accomplish everything. And, while eVars are fantastic, they have their limitations. Consider exactly what you'll want to utilize your variables for when constructing your SDD. It's normal to have a prop and an eVar gathering the same data.
 
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Limit the Usage of Adobe Analytics to Certain Channels Only: Many individuals do not appreciate the full potential of Adobe Analytics, which can handle multi-channel data collecting. Additionally, it can also combine and display data from various sources for greater comprehension.
 
Not Updating and Losing Important Features:
Many individuals do not update to the current version of their tools until it becomes obligatory, at which point they begin to lose functionality and support. If you continue to use Adobe DTM instead of Adobe Launch, you may lose out on important changes that will enhance your analytics journey.
  Internet statistics are strong, and you are doing yourself a disservice if you begin and finish your attempt with how many people visit your site. This is because web analytics allows you to gather and analyse what is happening on the site, including not just how many people visit, but also their identities, when long they stay, what they do, and much more. Web analytics is more than just collecting and analysing data. Instead, it is an opportunity to utilise data to better understand what your organisation requires, what works and what does not, and to use that information to make wiser, data-driven decisions.

While ensuring the performance of any website might be difficult, it always starts with a well-defined analytics plan that aligns with crucial organisational objectives. After that, you'd utilise tools to compare your website's performance to those goals. What follows is an approach to web analytics that I would recommend. Identify key stakeholders, Set goals, develop KPIs, and install tools/frameworks. Collect data, evaluate and display it, find gaps, and then tweak and enhance.
While the appeal of web analytics should be evident, it is not without difficulties. One critical factor that we usually overlook is tool selection. Without a question, the most beneficial analytics will almost always leverage every component of the best analytics platform available. CrazyEgg, Clicktale, Google Analytics, and IBM are a few examples.

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