The digital marketing team was spending more time generating reports and less time producing insights for faster and more conﬁdent data-driven decisions – across the organization. In addition, the team was using an outdated enterprise analytics platform that wasn’t conﬁgured to the speed and unique KPIs of its business. The new analytics solution needed to:
- Improve reporting flexibility and speed
- Increase data quality and reporting reliability
- Consume minimal client IT resources
Based on Merkle’s recommendation, this global retailer purchased Adobe Analytics to achieve its enterprise-level analytic reporting objectives. Merkle leveraged Adobe Analytics to design and deploy a tag management system across its family of desktop and mobile-optimized digital properties. This was all accomplished in 60 days!
By gathering cross-organizational data requirements from both the analytics and marketing teams, our group of certiﬁed solution architects prioritized reporting needs and mapped to an aggressive deployment schedule to prepare for holiday season campaigns.
Implementation and development efforts consisted of classiﬁcations, SAINT uploads, Rule Builder, and Processing Rules to track events across thousands of product SKUs. As the project concluded, our certiﬁed team provided the brand’s in-house analysts with extensive training, detailed documentation, and reporting guides.