Skip to content


Standardisation of Adobe Analytics implementation for full insight into the customer journey

data consultancy at kpn

Within telecom provider KPN, one team is responsible for the implementation of Adobe Analytics, the Digital Performance team. Due to the working method that had arisen prior to the formation of this team, the specialists did not work together optimally.

Because they often created separate dimensions for new measurements, there was a proliferation of dimensions. Also, after years of working in this way, the documentation was no longer in order. This made the implementation cluttered and difficult to maintain. Another challenge was that different report suites were used within environments such as Mijn KPN, and the KPN app. This made it impossible to compare and/or combine reports for a complete picture of the customer journey.

So an important task for the team was to merge the different environments into one report suite and at the same time structure and document the implementation better. Several Technical Web Analysts from Digital Power have been part of this team in recent years and participated in this project.

Our approach

In order to standardise the working method, the Digital Performance team first produced a ‘Solution Design Reference’, a document containing all the rules about the set-up of Adobe Analytics. These are rules such as: ‘When we send data to Analytics, we use eVar1 for the page with a fixed structure of that dimension’. If a user sees a notification on the website as ‘There are currently no known failures’, there is one variable where the text of the notification is sent to Adobe Analytics.

So all notifications now have one eVar instead of all different ones. The team also ensured that the same taxonomy (definition) is used for all variables.

When converting the tracking to the new implementation, this new approach was immediately used to make the tagging much more generic than before. This allows KPN to continuously develop the Adobe Analytics implementation.

The result

The Solution Design Reference, together with the description of the processes, the design of the data layer and the business requirements for the measurements are documented in an Analytics Framework. This is accessible to the entire organisation. KPN Analysts now use the document in their daily work.

Because there is more consistency between all measurements, all the different parts of the website are now sent to the same Adobe report suite. This makes the entire customer journey transparent.

With the creation of the Analytics Framework, KPN has taken a nice professionalisation step. By measuring consistently, the implementation has become a lot more scalable. The basis for continuous optimisation of the Adobe Analytics implementation and the customer journey has thus been laid.

In the future, the Digital Performance team will work on the automatic testing of the implementation in Adobe Analytics. This also contributes to the scalability.

Some of our customers are

Want to know more?
Ian can tell you all about how we can add value for your organisation as a data partner.

Of je nou consultant bent of staflid: reizen moet nooit een issue zijn. Waar kies jij voor?

  • Een NS-Business card waarmee je onbeperkt gratis kunt reizen door het hele land, ook in je vrije tijd. 
  • Eigen vervoer en een kilometervergoeding van €0,19 per km, ook als je fietst.
  • Een poolauto, lease auto of tijdelijke huurauto (we vertellen je graag meer over de voorwaarden) 

Bij Digital Power staat ontwikkeling hoog in het vaandel. Dit stimuleren we met een ongelimiteerd ontwikkelbudget en een focus op het delen van kennis. 

Waar we écht in uitblinken, is onze persoonlijke begeleiding op jouw ontwikkeltraject. Zelf heb je vast een goed beeld waar je heen wilt. Twee begeleiders die je zelf kiest, helpen je bij het identificeren van specifieke doelen en acties. We noemen dit ‘De Gouden Driehoek’.

Zolang jij je blijft ontwikkelen, zal je ook blijven groeien in onze organisatie. Want jouw loonsverhoging is gekoppeld aan je drive om verder te komen. Zolang dat gebeurt, ben je hiervan verzekerd!