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Standardisation of Adobe Analytics implementation for full insight into the customer journey

data consultancy at kpn

Within telecom provider KPN, one team is responsible for the implementation of Adobe Analytics, the Digital Performance team. Due to the working method that had arisen prior to the formation of this team, the specialists did not work together optimally.

Because they often created separate dimensions for new measurements, there was a proliferation of dimensions. Also, after years of working in this way, the documentation was no longer in order. This made the implementation cluttered and difficult to maintain. Another challenge was that different report suites were used within environments such as Mijn KPN, and the KPN app. This made it impossible to compare and/or combine reports for a complete picture of the customer journey.

So an important task for the team was to merge the different environments into one report suite and at the same time structure and document the implementation better. Several Technical Web Analysts from Digital Power have been part of this team in recent years and participated in this project.

Our approach

In order to standardise the working method, the Digital Performance team first produced a ‘Solution Design Reference’, a document containing all the rules about the set-up of Adobe Analytics. These are rules such as: ‘When we send data to Analytics, we use eVar1 for the page with a fixed structure of that dimension’. If a user sees a notification on the website as ‘There are currently no known failures’, there is one variable where the text of the notification is sent to Adobe Analytics.

So all notifications now have one eVar instead of all different ones. The team also ensured that the same taxonomy (definition) is used for all variables.

When converting the tracking to the new implementation, this new approach was immediately used to make the tagging much more generic than before. This allows KPN to continuously develop the Adobe Analytics implementation.

The result

The Solution Design Reference, together with the description of the processes, the design of the data layer and the business requirements for the measurements are documented in an Analytics Framework. This is accessible to the entire organisation. KPN Analysts now use the document in their daily work.

Because there is more consistency between all measurements, all the different parts of the website are now sent to the same Adobe report suite. This makes the entire customer journey transparent.

With the creation of the Analytics Framework, KPN has taken a nice professionalisation step. By measuring consistently, the implementation has become a lot more scalable. The basis for continuous optimisation of the Adobe Analytics implementation and the customer journey has thus been laid.

In the future, the Digital Performance team will work on the automatic testing of the implementation in Adobe Analytics. This also contributes to the scalability.

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