Client Story
Data Renovation Enhances Reporting, Decision-Making, and Cost Savings
CLIENT STORY OVERVIEW
A multi-brand news organization distributes their content across multiple platforms including websites, iOS apps, Android apps, Google Accelerated Mobile Pages (AMP), and Facebook Instant Articles. Their data was captured in Adobe Analytics across dozens of report suites. All of the brands and platforms have the same general structure and content types but weren’t always being tracked in Adobe in a consistent way.
CHALLENGE
The company has been using Adobe Analytics for more than 10 years, and each brand and platform has its own engineering team and dedicated report suite. With the implementation work distributed across so many different groups over such a long period of time, it was difficult to:
- Prevent individual teams from inventing and implementing their own tracking standards
- Monitor and enforce consistent tracking practices
- Update tracking in a timely manner to take advantage of Adobe’s latest new features and functionality
Despite having a state-of-the-art implementation when they first launched Adobe Analytics, the company’s data quality began to erode over time. They couldn’t analyze data holistically across their brands and platforms, limiting their access to valuable insights and their ability to take action on their data.
SOLUTION
The company partnered with BlastX to assess the current state of tracking on their various websites and mobile apps, and to develop, document, and implement a new globally-aligned standard.
After a series of discovery meetings with key stakeholders for a deep understanding of their business objectives, BlastX reviewed the data points collected on each brand and platform to determine its intended purpose and usefulness to the business.
BlastX conducted an Adobe Analytics audit for each website and mobile app to identify conflicts and inconsistencies, then worked with the client to document a new global standard in a Solution Design Document. BlastX then developed implementation guides for each brand engineering team, giving them the tools for a clean, structured data layer that was 100% aligned across all brands and platforms.
SOLUTION
The global tracking standardization and updated implementation will save their engineering teams a considerable amount of development time when implementing future enhancements. It also ensures that data is being collected consistently, leading to improved data quality and decision-making abilities.
Before these improvements, a Content Type Report yielded more than 100 line items that required manual adjustments from analysts to derive insights. After the duplicative/inconsistent content types were standardized and the random values were categorized under more meaningful content types, the report now contains a much shorter list with succinct, clean values.
By aligning all the eVars, props, and events across all report suites, the data captured in the global report suite now contains clean, trustworthy data. This allowed our client to adopt virtual report suites and retire the individual report suites, greatly reducing their monthly server call volume and creating considerable cost savings.
Rather than spending time cleansing data to make it usable, their analytics team is now empowered to focus their time and energy on finding insights in Adobe Analytics that will drive business improvements.
PROJECT OVERVIEW
Goals- Align data across multiple brands and platforms in order to enable more holistic analysis and improve the organization’s trust in the quality of the data
- Conduct a series of discovery meetings to review the data points collected on each site
- Audit the implementation from each website and mobile app to identify conflicts and inconsistencies
- Improved data quality
- Ability to refine their implementation to leverage virtual report suites in Adobe
- Significant cost savings
- Adobe Experience Cloud
- Adobe Analytics
