Client: Confidential
A global retail brand sought to make sense of complex customer journeys across devices and channels. While data volume was high, the team lacked clarity on attribution, retention drivers, and drop-off points — their previous analytics setup failed to capture meaningful customer segments, and they faced inaccurate marketing channel attribution causing revenue reporting gaps and misaligned campaign performance tracking.
Migration to AEP Web SDK through Adobe Launch for accurate, future-proof data collection. Adobe Target Integration configured via Web SDK for real-time personalization and testing. Advanced Segmentation built from purchase behavior, frequency, and recency. Path Analysis mapped multi-touch journeys to find high-converting routes and friction points. Custom Metrics developed for engagement scoring and content affinity. Real-Time Dashboards deployed in Adobe Workspace for daily use by product and marketing teams.
Fixed marketing channel attribution issues — revenue data started flowing into the right channels, a 28% improvement in attribution accuracy. Identified key drop-off pages and improved UX, increasing conversions by 28%. Enabled data-driven campaign planning that led to a 15% increase in repeat purchase rate. Boosted internal alignment between data, marketing, and product teams through shared KPIs.
