Digital Analytics

An Adobe Analytics ecommerce tracking solution

Our customer is one of the leading online and offline platforms in the European beauty industry. With its online shop becoming more and more important, the client wanted to optimize its web analytics setup, especially for the ecommerce platform within its website. To do so, they decided to switch from their former web analytics tool to Adobe Analytics.

The client asked FELD M to create a completely new state-of-the-art solution design document (SDD) based on detailed use cases provided by our customer as well as the existing data layer concept and structure.

Key parameters:

  • Creation of a solution design based on the business use cases and close cooperation with the client
  • Advanced ecommerce and product tracking
  • Consideration of future tracking enhancements in the SDD

A state-of-the-art solution design document

Our customer’s new SDD was to focus on the possibilities for insight generation and performance monitoring of the online shop and fully leveraging the capabilities of Adobe Analytics as a tracking tool. In addition, the new setup should be as self-explanatory as possible, in line with the self-service analytics culture the client had created. It was also important for the SDD to be useable across all markets and platforms.

To meet these goals, FELD M created an SDD that included tracking for pages and interactions, offsite and onsite campaigns, search, user profiles, errors, forms and debugging functions. At the heart of the whole tracking setup were numerous variables for ecommerce tracking: advanced product tracking (e.g. many attributes per product with usage of merchandising eVars and classifications), purchase funnel and checkout tracking, product list tracking, product finding methods, marketplace tracking, support for cancellations and returns, support for reporting in two currencies (local currencies and euro to allow for global reporting), along with real-time reporting for pages, campaigns, ecommerce KPIs and errors.

Since the contact persons at our customer are very advanced in the field of web analytics, FELD M created the SDD in close cooperation with the client. They provided relevant use cases, which FELD M challenged and enriched based on best practices. Both parties held regular calls to make sure that the outcome met client’s expectations.

After the final discussion of the SDD with the customer, FELD M transferred the SDD into Adobe Analytics and set up a template report suite (data collection in AA). This template was then used as a basis for all markets for which Adobe Analytics was rolled out.

New solution, new insights

After FELD M had implemented Adobe Analytics based on the newly created SDD, our customer was able to answer business-critical questions. These included key metrics like sales, revenue, conversion rates and the following advanced ecommerce questions: how users find products on the website, which products users search for frequently, but don’t find a result, in which part of the purchase funnel users quit, which and how often users use coupons to buy products, which payment methods are used most frequently etc.

Following up on this SDD project, FELD M has created several deep-dive analyses and suggested potential measures to optimize the user experience and conversion rates. Our ability to answer relevant questions and deduct recommendations shows that the tracking within the SDD was well designed.

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