Innovative Ways to Use Adobe Analytics

Analytics | July 31, 2018

Every day consumers are leaving behind massive amounts of data as they complete their online journeys across the web.  Most organizations are collecting all of this data to make more informed decisions. But, most companies focus on the basics of collection and analysis: data like clicks on a certain CTA, page views, and conversions.  

There is so much more that software like Adobe Analytics can do to help organizations realize better insights from a wider array of data. Adobe Analytics is an extremely powerful tool, with many out of the box capabilities that organizations can leverage.

Putting Our Experience to Work

At iCiDIGITAL we’ve been able to not only help guide clients with actionable plans based on data they’re receiving, but also help them collect data they never thought possible. Data that has made the difference in delivering better customer experiences.

Here are a few examples illustrating how we have leveraged the broader, sometimes unknown capabilities of Adobe Analytics to help our clients to make informed decisions about their digital channels:

Measuring the Power of Video Content.

Many popular video platforms like YouTube, Vimeo and Brightcove have an API you can tap into but it’s often hard to capture and record video’s analytics data to know if the videos are successful. For a recent Fortune 100 client, we were able to help determine if their videos are delivering on performance metrics with an analytics strategy that would capture how many times specific functions within the video are clicked.

For example, we recorded how many times the play, pause, full screen, fast forward and rewind buttons were pressed. We were also able to track if a user watched a video to the end as well as how long the buffering time was. Why does it matter to track these behaviours? We were able to determine that users wanted to see very short instructional videos and were okay if a single topic was split into multiple videos. The majority of users didn’t want to sit through a long video, they’d often fast-forward or just exit from the video entirely. These insights allowed our client to create video content that was more watched than ever before.

Finding Hidden Insight in Google Maps.

Google Maps is currently used on over two billion devices. The majority of sites using google maps don’t capture analytics based on user actions, missing out on valuable information. We recently built a store locator application for a client that listed information about their stores – opening hours, services offered and location. We gave the client the ability to capture multiple customer data points within each of these categories. They knew when a user clicked on any of these links and married it to unique information such as what stores generated the most search volume. The client used the information to look at the proximity of their retail locations and could further analyze if they needed to add a store or put more resources behind the promotion of an overlooked location.

Data Driven Notifications & Workflows.

Because AEM and Adobe Analytics are tightly integrated, you can perform many complex actions based on the data generated from Adobe Analytics. One of our recent clients wanted a way to monitor orders more closely during peak traffic times, from 9AM-5PM. With Adobe Analytics we were able to figure out the average number of orders coming in for each hour. If the number of orders per hour dropped below a certain number, a notification would be sent to multiple distribution lists. This would allow teams to quickly act on looking into and trying to resolve the issue. Minimizing the amount of down time and orders dropped.

In addition, we developed an automatic workflow that created data visualizations based on the data coming from analytics. When a notification was sent out, stakeholders are able to view exactly what time orders dropped.  This functionality and visual representation was extremely helpful for the development and devops teams. They could focus on debugging the issues because they had concrete times to check the server which allowed them to better pinpoint what might have gone wrong. It also gave stakeholders a crystal clear picture of what was happening during prime business hours and develop a strategy to optimize the times when orders were most likely to be received.

Adobe Analytics has the ability to capture a vast amount of information. The information you pull out of Adobe Analytics and what you do with it is a key factor in optimizing your customer experience and driving success for your business.  Strategic thinking and working with the right team can help you think outside the box and capture additional valuable information about your users. At iCiDIGITAL we’ve worked with a variety of clients to uncover hidden insights that have made the difference in reaching their key business objectives.  We can help you develop the right strategy and execute the correct campaigns to achieve your analytics goals.

 

Reid Bryant is responsible for building a world-class team focused on creating and capturing value through the sophisticated application of data science to analytics, optimization, and personalization. He brings over 13 years of expertise in quantitative fields and has led high performing optimization and analytics programs at clients like Microsoft, Barnes & Noble, Bank of America, Viacom, the Gap, Humana, Johnson & Johnson, and Chic-fil-A. He is a co-founder of the Raleigh Chapter of the Digital Analytics Association and provides digital marketing analytics lectures at the Institute for Advanced Analytics at NC State University as well as Duke University’s Fuqua School of Business.