Brand: Confidential
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. They also faced inaccurate marketing channel attribution, causing revenue reporting gaps and misaligned campaign performance tracking.
Strategy:
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Migration to AEP Web SDK through Adobe Launch: Implemented Adobe Analytics using Web SDK to ensure accurate and future-proof data collection.
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Adobe Target Integration: Configured Target using web sdk for real-time personalization and testing.
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Advanced Segmentation: Built audience cohorts based on purchase behavior, frequency, and recency.
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Path Analysis: Mapped multi-touch journeys to find high-converting routes and friction points.
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Custom Metrics: Developed calculated metrics for engagement scoring and content affinity.
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Real-Time Dashboards: Deployed Adobe Workspace dashboards for daily use by product and marketing teams.
Results:
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Fixed marketing channel attribution issues—revenue data started flowing into the right channels, leading to a 28% improvement in attribution accuracy.
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Identified key drop-off pages and improved UX, increasing conversions by 28%.
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Enabled data-driven campaign planning that led to a 15% increase in repeat purchase rate.
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Boosted internal alignment between data, marketing, and product teams through shared KPIs.
Takeaway:
By migrating to Adobe Analytics with Web SDK via Adobe Launch and integrating Adobe Target, the brand resolved attribution challenges and unlocked precise behavioral insights. This shift not only improved channel-level revenue accuracy but also empowered long-term strategic growth through smarter personalization and optimized user experiences.
Feedback From Our Customer:
