Comprehensive Solution for Digital Analytics Measurement & Data Governance
About the Client
Cylance Inc. (Black Berry) is a software firm that develops antivirus programs to prevent advanced threats and malware
They are the first company to apply artificial intelligence, algorithms, and machine learning to cyber security
Their website ecosystem generates content that is relevant to their desired audience, identifyingkey marketing segments to “funnel” from lead, to prospect, to product sales
Business Need
Develop a strategy that provides data integrity and empowers management to act on analysis
Define and organize business requirements identified by stakeholders
Execute Adobe Analytics implementation while maintaining Google Analytics & GTM
Set up Adobe Launch and help maintain code updates
Train the internal team on the new Adobe Analytics platform and reporting needs
Solution & Process
Understand business goals then customize analytics tracking strategy
Deconstruct client campaign tracking, redesigned naming convention, and implemented global taxonomy for tracking uniformity; campaigns and key site content
Create a comprehensive Solution Design Document for developers to translate business requirements into code variables, enabling deeper analysis
Adobe Launch; connect single page apps, avoid custom code and publish changes to page code
Onboard Taglynx to create and manage proper campaigns tags, (Adobe SAINT classification for taxonomy)
Results
Restored data integrity and confidence in reporting which helped make more informed decisions
Created taxonomy and a solution design playbook; foundational documents provided to maintaining clean code and reports
Implemented Adobe Launch allows for API driven changes and capture complex code updates in less dev time
Consistent well-organized campaign tags via Taglynx, allowed quicker analysis and decision making per campaign
Tools
Adobe Analytics, Adobe Launch, Taglynx, Python, Google Analytics
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