Standardise Adobe Analytics implementation for complete insight into the customer journey
- Customer case
- Technical Web Analytics
Within KPN, one team is responsible for the implementation of Adobe Analytics, the Digital Performance team. Due to the working method that had developed before 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, KPN. com and the KPN app. This made it impossible to compare and/or combine reports for a complete picture of the customer journey.
An important task for the team was therefore to merge the different environments into one report suite, while at the same time improving the structure and documentation of the implementation. Several Digital Power Technical Web Analysts have been part of this team in recent years and have collaborated on this project.
To standardise the working method, the Digital Performance team first made a 'Solution Design Reference', a document with all the rules about the design of Adobe Analytics. These are lines like: 'When we send data to Analytics, we use eVar1 for the page name with a fixed structure of that dimension. ' If a user sees a notification on the website like 'There are currently no known outages', there is one variable where the text of the notification is sent to Adobe Analytics.
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. In this way KPN can continuously develop the Adobe Analytics implementation.
The Solution Design Reference is documented in an Analytics Framework together with the description of the processes, the design of the data layer and the business requirements for the measurements. 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.
KPN has made a nice professionalisation step with the preparation of the Analytics Framework. By measuring consistently, the implementation has become a lot more scalable. This lays the foundation for continuous optimisation of the Adobe Analytics implementation and the customer journey.
Going forward, the Digital Performance team is working on automated testing of the implementation in Adobe Analytics. This also contributes to scalability.
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