Brand: Confidential (or add your preferred brand)
Background:
A global retail brand sought to make sense of complex customer journeys across devices and channels. Their goal: unlock deeper behavioral insights to inform strategic marketing and UX decisions.
Challenge:
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.
Strategy:
- Advanced Segmentation: Used Adobe Analytics to build audience cohorts based on purchase behavior, frequency, and recency.
- Path Analysis: Mapped multi-touch journeys to find high-converting routes and friction points.
- Custom Metrics: Developed calculated metrics for engagement scoring and content affinity.
- Real-Time Dashboards: Deployed Adobe Workspace dashboards for daily use by product and marketing teams.
Results:
- 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.
Takeaway:
Adobe Analytics empowered the brand to go beyond vanity metrics, using precision analytics for long-term strategic growth and smarter user experiences.
