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.
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.
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.
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.
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.
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.
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.
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.
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.
Setting up the report suite to ensure the required data is passed to the correct eVars, props and merchandising variables.
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.
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.
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.
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/
Posted in Blogs, Conversion Rates, Digital, Marketing, White Paper, Tagged Digital, Implementation, Marketing, Tag Management,Bollywood is an industry that has a value of Rs. 138 billion and is expected to reach Rs.1661 billion by 2017 (FICCI-KPMG report). And if this is not impressive enough, the industry has produced 1.6 billion movies so far which is 4 times the number of Hollywood movies produced till date. Indians have grown up with Bollywood (popular name of Indian Film Industry), watching all the emotions on the screen. One way or another, it has rubbed off on us to an extent that the tickets sold in India are 2.6 billion, nearly twice of that sold in Hollywood.
With a turnover of 2.23 Billion USD and overall marketing spend of roughly 50% per film, the movie business in India is one of the highest spenders in marketing promotion. Considering the size of the industry, it becomes imperative to ask- “Is Marketing being done here the right way? Can we improve the efficiency of spends?”
A decade ago, most of this promotion was straightforward with a limited number of channels to spread the marketing message to a less distracted target audience. With the dawn of the social media and ubiquity of smartphones, reaching an attention deficit audience is now the biggest challenge for production houses and their marketing teams. Which channels to focus on? How to customize the message for each channel? How to allocate spends across channels? These are some of the questions that challenge today’s movie business.
The future is NOW
The last decade has not only seen an increase in the diversity of devices on which entertainment is consumed, but also in the profile of the audience that is now getting used to custom content.
As digital devices adorn new avatars (e.g. wearables) it will become important to understand what type of content is optimal for these devices and how to customize the content as per insights from the audience’s digital profile. Netflix has already started profiling audiences to inform content creation. As the launch campaigns for new movies go omni-channel they will enhance their targeting to incorporate these different data streams to generate a custom genre fit.
At Convergytics, we believe this Future is Now and we have been doing some interesting work in this space. For more information, please reach out to [email protected] OR [email protected].
This article was first published on LinkedIn by Sanjeev Mishra (CEO, Convergytics) and was reposted here with minor modifications.
Posted in Blogs, Marketing, Tagged bollywood movie marketing, Convergytics, entertainment analytics, marketing effectiveness, Web Analytics,Media Plan Optimization: The client achieved incremental 27% GRPs and reduced TV spending by 6% by spreading the spends in an optimized manner
Posted in Case Study, Marketing, Tagged Convergytics, media plan,Market Mix Modeling: The client achieved incremental revenues of 13% over last quarter by spending the same amount but spreading it as per optimized framework
Posted in Case Study, Marketing, Tagged Convergytics,
