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Modernised Buyer Journey Analytics Engine for Ecommerce Growth
Challenge
- Lack of actionable media channel performance insights made budgeting and optimising ad spend difficult due to inaccurate attribution
- Event-based analytics methodology didn’t support the modern buyer journey
- Lacked data, analytics, and technology foundation to evolve to a modernised, journey-based analytics approach for ecommerce
Approach
- Built data architecture to support migration from Adobe Analytics to Adobe Customer Journey Analytics, ensuring speed, scale, and automation
- Prioritised over one thousand Adobe Analytics workspaces—data was migrated in stages based on business impact
- Validated results and trained client team on evolved KPI calculations & definitions driven by new approach (return on ad spend, etc.)
Results
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Data automated to reduce migration timeline
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Optimised media & channel spend based on journey stage insights within full customer journey
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Prioritise ecommerce personalisation