Modernized buyer journey analytics engine for ecommerce growth

Challenge

• Lack of actionable media channel performance insights made budgeting and optimizing ad spend difficult due to inaccurate attribution.
• Event-based analytics methodology didn’t support the modern buyer journey.
• Lacked data, analytics, and technology foundation to evolve to a modernized, journey-based analytics approach for ecommerce.

Approach

• Built data architecture to support migration from Adobe Analytics to Adobe Customer Journey Analytics, ensuring speed, scale, and automation.
• Prioritized over one thousand Adobe Analytics workspaces—data was migrated in stages based on business impact.
• Validated results and trained client team on evolved KPI calculations & definitions driven by new approach (return on ad spend, etc.).