Is your data telling the right story? We have done a tag audit for many clients who are concerned that they do not have accurate data from Adobe Analytics. Below are a few steps to help your organisation drive data-driven decisions, be confident in your marketing strategy and leverage all the best features of Adobe Analytics.

Key Best Practices:

Below are a few best practices that will help you make Adobe Analytics as your primary analytics tool and help you get most out of your Adobe Marketing Cloud investments.

1.  Spend time to gather requirements for your implementation:

Gathering the requirements exhaustively is very essential to complete the implementation on time and in avoid rework. Discuss what data needs to be collected, whether getting the required data is possible, what marketing channels are involved, how the data should be processed, how the data should be reported and then finally, list out any exclusions.

2.  Create a detailed plan:

Probably one of the most overlooked aspects of Adobe Analytics implementation is planning. Many marketers skip the planning and jump straight into the implementation phase which could result in rework, missed deadlines, additional resources and unexpected results. Create a project plan to outline all the various steps required to carry out the implementation, list key deliverables and list resources required from client’s end to carry out the implementation.

3.  Spend time to document all your work:

Creating a Solution Design Reference (SDR) is the cornerstone of Adobe Analytics implementation and it will be the focal point of all the activities related to tag implementation. Even if you have implemented Adobe Analytics many a times, it is important to maintain the SDR up-to-date with each change. As important as documentation is the need to get the sign-offs on the document at regular intervals as well.

4.  Create a benchmark – Adobe Analytics Vs Internal Reporting:

The Adobe Analytics data reported may not exactly match with the Client’s internal database, so it is important to set correct benchmark of accuracy so that the expectation can be set right from the outset. This should be setup as part of the testing process before a switch-over happens.

Technical Recommendations

Important technical recommendations that can be used as a checklist to ensure all aspects of Adobe Analytics implementation are discussed here. Although the Adobe Analytics implementation guide covers the complete implementation in detail, it is not possible to list out all the technical aspects as they may vary depending on the nature of business, underlying technology used and a host of other factors.

1.  Tealium Data Layer Validation

Test the Tealium Data Layer Variable to ensure that required data is available as per business requirements, so that it can be sent to analytics. The Tealium Data Layer forms the backbone of Analytics Implementation; hence it is important to periodically perform validation to ensure that the data is populated as expected. If the required data is already available in the data layer, it may not use the JavaScript Extensions to capture this information dynamically. Tealium offers predefined data layer variables that can speed up the code deployment process and provide various extensions which are helpful to get required information from the website.

2.  Choosing the JS library for Adobe Analytics

We recommend implementing the Adobe Analytics using the JavaScript AppMeasurement Library as it is faster, provides native support for several common plugins and provides native utilities such as query parameters, read and write cookies and advanced link tracking. Some of the plug-ins are no longer supported in the updated version, hence one must check the adobe AppMeasurement plug-in support for additional details.

3.  Configuring Report Suite

Setting up the report suite to ensure the required data is passed to the correct eVars, props and merchandising variables.

4.  Unique Page Name

Probably this is the first thing that will be captured in Adobe Analytics. This information will be a key factor for most of the analysis performed on the website, so keep it simple, unique, friendly and consistent across the website. Effective use of Set Data Extension will be helpful in achieving this.

5.  Avoid Duplication

Avoid sending the same information across different variables as Adobe Analytics offers many ways (processing rules, classifications) to manipulate the information passed. This would also result in restricted usage of variables.

6.  One JavaScript File

It is better to have one JavaScript Extension to populate the information required for passing to Adobe Analytics otherwise this will result in conflict and the order of execution of various information populated will decide the outcome of result. Hence one must do this diligently.

Using the above-mentioned key factors have significant importance in effectively implementing Adobe Analytics and the user-friendly interface provided by Tealium will only make the implementation journey memorable and easy to maintain.

About the Author

Chaitanya Kayasri heads Digital Analytics and BI at Convergytics. Chaitanya has over 13 years of consulting experience with the likes of Netapp, Verizon, DSW, Coca Cola, Excelity, Swiggy, Landmark, Aditya Birla, Henkel and many others. She has conducted webinars and workshops on Power BI and Digital Analytics and most recently presented her views at AI Round Tables in Bangalore and Chennai. She can be reached at [email protected]. You can also connect with her at https://www.linkedin.com/in/chaitanya-kayasri-91336825/

Session Summary

The AI ROUNDTABLE 2019 that we conducted in Chennai on 13th June in collaboration with Microsoft was a huge success. The event was conducted at Courtyard by Marriott, Chennai and had 25+ attendees from over 20+ companies. This included IT and Industry leaders from Auto, FMCG, Manufacturing, Construction, BFSI and many others.

The theme of the conference was “Leverage Analytics, AI & ML intelligently and efficiently for manufacturing industries.”

Dr Shankar Venugopal from Mahindra and Mahindra gave an enlightening keynote on the disruptive impact of digital technologies in different industries tracing its origin, right from the first digital camera of kodak to autonomous self-driving vehicles.

As per Mr. Venugopal, disruptive changes by digital technology are having a direct impact because of the increasing amount of data which is being generated and the computation power of modern computers. He introduced Peter Diamandis’ 6D framework and explained the same with relevant examples. He concluded with the challenge of riding the wave of digital technology causing disruption in almost every industry.

Mr. Randhir Hebbar from Convergytics along with his Team (Mr. Lalu S, Mr. Soumyo Dey and Ms. Chaitanya Kayasri) presented different case-studies of the solutions that Convergytics has effectively delivered to different clients and enabled its customers to reduce costs and adapting to changing consumer needs and how to deal with those with the help of Next Generation Business Intelligence applications along with Cost Optimization and Better ROI, how to Increase inventory turns through real-time insight into supply-demand balancing across channels and suppliers, how to enhance revenues using detailed analyses of SKU-level sell-through and sell-in data, how to Boost sales performance by giving representatives real-time insights into product availability and Managing supplier relationship.

Also elaborated on how to retain and acquire customers for AI products and how to provide the correct assistance and solutions to clients when they need it.

Interesting questions posed by the audience mostly regarding AI/ML and IOT were addressed by them along with team Convergytics.

Key Discussion Points

The delegates animatedly discussed on different topics around AI/ML and IOT in Manufacturing and other industries. Some of the Interesting questions came from the audience were regarding data patterns, external components inclusion in the forecast, to what extent of the processes can be automated, issues faced while deploying IOT solutions.

Special Thanks to Mr. Veera Srinivasan from Saint-Gobain for his support in conducting the AI Round Table successfully.

Different questions were given at AI Roundtable and participants discussed and came up with solutions.

• Which industry penetrated AI?
• Where AI has progressed in terms of penetration?
• What are the Use cases for organization ?
• What are the Challenges you faced?

The conference was a very interactive, with the attendees speaking up and sharing their opinions with the speakers.

The event concluded with a networking dinner wherein some of the attendees has expressed their interest for a one or two-day AI and ML workshop. Convergytics is planning for the same, where the focus will be on detailing out the use-cases identified by the Client, trashing out the details of the ROI from each of the use-cases and building a business case for one or two use-cases along with the IT and Business Leaders from the organization.

We thank everyone who has participated and made this event a success.

Success is stumbling from failure to failure with no loss of enthusiasm and passion.It’s a treasure moment for all of us here at Convergytics. The hard work and passion to succeed has finally gotten some recognition.Our CEO Sanjeev Mishra honored from The Economic Times as Promising Entrepreneurs of India held on 29th March 2019.This has led us to work harder in creating our story & committed us to our core value-proposition & continue to deliver value to our clients.Thanks to the Team, Clients, Support Teams who stood by us.

It was really a proud moment for all of us at Convergytics as we all came together educating women on female hygiene.We rely on keeping our self clean and bright because we are the window through which someone must see the world. So we came up with the ideas to conduct our CSR Drive,where we distributed Eco friendly sanitary pads,clothes, food and Toys to the people in the area .
Convergytics Family always do believe in helping people to live better and healthy and will be doing the CSR activity every quarter.

Convergytics bridges the gap while adopting the correct analytics  for your organisation to optimize the business impact. We provide industry-specific holistic solutions and technology which enables to maximize business ROI . So we have Recognized as Top 25 DesignRush’s Marketing Analytics & Big Data Companies.

Click here to schedule a discussion with an expert from the Convergytics team on how Accelerator for Digital Analytics & Marketing (ADAM) is the right solution for you. https://www.convergytics.net/digital-analytics-marketing-accelerator. For all other information visit https://www.convergytics.net.