For businesses, digital products are the ideal solution to engage directly with their customers. A variety of channels are available for this purpose, such as websites, native apps, or integrated products (such as chat bots, voice assistants, etc.), which are often embedded in a complex, interlocking infrastructure. Whether the product is used to provide information, as an online store, for customer service, or as a service in its own right; knowing how to use it is critical to success.
Digital analytics can be used to generate insights to understand usage holistically and beyond the boundaries of the product. Classically, individual aspects of website users are considered:
Acquisition & Campaigns: Where do users come from?
Audience Attributes: Who are the users?
Behavior: What are the users doing?
Conversions & KPIs: Are users achieving the business goals of the product?
However, it only gets really exciting when these individual parts are linked to examine how they pay off in terms of the company's internal KPIs. On this basis, recommendations for action can be derived or important target groups identified. Ideally, the latter are grouped into segments and targeted via personalization measures.
In this way, you can find valuable answers to the following important questions, for example:
Did the new expensive SEA campaign actually lead to an increase in conversion? Did users bounce right away? Or even worse, was organic traffic cannibalized as a result?
Is the order process optimized for smartphone users, or do they bounce particularly frequently at one point?
Does the use of the navigation bar actually increase after the re-design?
Which user segment frequently bounces in the ordering process and should be targeted with a personalization measure?
To generate these insights, we at diva-e deliberately rely on Adobe Analytics, which is part of the Adobe Experience Cloud.
Our many years of experience with a wide variety of customers and configurations have convinced us that Adobe Analytics is the state-of-the-art digital analytics solution on the market that can meet any requirement. Do you run a large online store, have a complex configurator integrated in your single page application, or want to enrich your collected data with offline context?
No problem, Adobe Analytics offers complete freedom in the configuration of tracking and further processing of the data. Also noteworthy are the analysis capabilities of Analysis Workspaces, unique in the market, which allows analysts to create complex calculations and visualizations in seconds, as well as apply artificial intelligence services with Adobe Sensei with just a few clicks.
diva-e offers a full-service approach and sees itself as a partner to its customers - this means that the best possible and most efficient solution can be developed for you individually. For Digital Analytics we offer the following services, always in close coordination with the customer:
Joint development of business requirements and possible solutions. Based on this, the milestones of the project are mapped out.
Based on the business requirements, a holistic concept is created that both defines the project and derives concrete KPIs.
Documentation, implementation on the Adobe side, creation of implementation guidelines as well as intensive implementation support on the product side.
Whether additional data sources (e.g. BI, CRM, offline POS, etc.), data transfer (e.g. via data warehouse, API interface, etc.), subsequent data cleansing, cross-device tracking, etc. - we master data management in Adobe Analytics.
diva-e doesn't just report KPIs. The heart of every digital analytics project is insight generation. We understand how to link data and leverage all the capabilities of Adobe Analytics, such as built-in AI, to achieve the client's business requirements.
Want the data to be accessible to everyone in the company? We create custom dashboards, for example, in Adobe, Microsoft Excel, Microsoft Power BI, Google Data Studio, Tableau, etc.
As a partner, we offer each customer training on digital analytics to make the data and insights sustainably usable in the company.
Flexibility: Projects and business requirements are constantly changing and expanding. diva-e is the ideal partner to meet these changes and be prepared for the future.
Digital analytics is the first step in online marketing for many companies. As a full-service provider, we like to think outside the box and show the potential that holistic online marketing offers.