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.)