Industry
eCommerce
Improved Efficiency by Optimizing Adobe Solutions for a Leading eCommerce Platform
Category
Adobe Analytics, Adobe Launch, and Adobe Target Services
Based In
United States
Introduction
An eCommerce business with a massive marketplace was keen on amplifying its business activities related to Adobe Analytics, Launch, and Target. They were searching for adept solutions to fix their Adobe implementation and capabilities-related issues. The customer was apprised of Adobe-certified expertise exhibited at Grazitti Interactive and wanted to promptly fix their Adobe configurations.
The Customer
The customer is a US-based eCommerce retailer giant selling multiple products. Being a key player among online retail platforms, they cater to a massive customer base. They have a vast marketplace where retailers can own their branded storefronts to scale their business operations.
The Context
The customer was facing challenges concerning their Adobe solutions and capabilities. They wanted to fix issues related to the AEP Web SDK list property and maintain data accuracy. They also wanted to resolve custom code issues that were affecting the customer’s link-clicking tracking capability associated with the CTA elements. Since the customer is a prominent eCommerce platform, they were looking to work with experts who can help them enhance their daily business activities related to Adobe Analytics, Adobe Launch, and Adobe Target. They wanted to optimize their digital marketing efforts, improve user experience, drive targeted customer engagement, and find a solution to data attribution challenges.
The Objective
The customer was facing multiple challenges concerning their Adobe solutions’ capabilities. These are mentioned below –
1. AEP Web SDK – Fixing
List Prop
The customer wanted to address issues related to the Adobe Experience Platform (AEP) Web SDK, specifically fixing list property challenges since they were affecting data accuracy.
2. Platform QA – Existing Setup QA
for Adobe Analytics and Launch
The customer wanted to conduct Quality Assurance (QA) checks on the existing setups for both Adobe Analytics and Adobe Launch to ensure optimal performance and data accuracy.
3. Custom Code – Fixing Link
Click CTA
The customer wanted to resolve custom code issues, which were impacting the link click tracking, particularly those associated with call-to-action (CTA) elements.
4. Video Tracking – YouTube and Media
Video Tracking through Custom JS
The customer wanted to implement custom JavaScript solutions to ensure effective tracking of video interactions, including YouTube and other media sources.
5. Non-Marketing Channel – Getting
Data as ‘None’
They also wanted to address challenges related to data attribution and ensuring that data in the ‘None’ marketing channel is accurately categorized by fixing marketing channel rules.
6. Adobe Target – Created 3-4
Test Activities
The customer wanted to develop and implement 3-4 test activities within Adobe Target and align them with personalized user experiences and conversion optimization.
The Solution
AEP Web SDK Issue
Team Grazitti conducted a comprehensive analysis of the AEP Web SDK issue, implemented necessary fixes to resolve the list property challenges, and enhanced data accuracy.
Platform QA
Our team conducted rigorous QA procedures to analyze the quality of the existing setups of the customer’s Adobe Analytics and Launch system. This helped them identify and rectify configuration issues, and ensure a robust analytics foundation.
Custom Code for Link Clicks
We also helped the customer optimize custom code, address the link click CTA issue, and ensure accurate tracking of user interactions and engagement.
Video Tracking Via Custom JS
Our experts implemented tailored JavaScript solutions to effectively track video interactions across various platforms, including YouTube and other media sources.
Non-Marketing Channel Correction
Marketing channel rules were meticulously reviewed and adjusted to eliminate discrepancies, ensuring data attributed to the ‘None’ channel was appropriately categorized.
Adobe Target Test Activities
We collaborated closely with the client to understand their goals and requirements. This analysis helped us learn that 3-4 test activities within Adobe Target should be created and deployed to enhance personalization and drive desired user actions.
The Impact
20%
Reduction in Bounce Rate
24%
Improvement in On Page Time Metrics
70%
Rise in Views on Videos
40%
Decrease in Undefined Attributions
60%
Increase in App. Downloads
Conclusion
A tailormade approach to Adobe Analytics, Adobe Launch, and Adobe Target optimization helped the customer create a more robust and efficient digital ecosystem, eventually leading to:
- Improved Efficiency with Adobe Analytics
- Streamlined Deployment with Adobe Launch
- Enhanced Personalization through Adobe Target
- Immediate Challenge Resolution
- Positioning for Sustained Success
This underscores the impact of our collaborative optimization efforts, demonstrating tangible improvements in efficiency, user experiences, and overall digital performance. The customized Adobe solutions not only addressed current marketing needs but also laid the groundwork for continued success in the ever-evolving online retail environment.
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