Client Overview
Industry
eCommerce
Region
Global
Company Size
500-1000
Featured Solution
Adobe Experience Manager (AEM), Adobe Target, API Optimization
About the Client
The customer, a leading eCommerce brand, sought to enhance platform performance, streamline operations, and deliver a seamless shopping experience. With a focus on innovation and scalability, they were looking to optimize their digital ecosystem using Adobe solutions for improved speed, personalization, and content management.
The Challenge: A Platform Holding Back Performance
The customer had implemented Adobe Analytics, Launch, and Target to optimize their digital marketing efforts—but technical roadblocks and misconfigurations were preventing them from tapping into their full potential.
Their Adobe implementation had inefficiencies, data accuracy was compromised, and tracking issues were limiting their ability to measure and improve user engagement. Key challenges included:
Challenges Key Challenges Included:- Data Accuracy with AEP Web SDK – Issues with list properties were leading to inconsistencies in data collection.
- Quality Assurance for Adobe Analytics & Launch – Their existing setup needed a thorough audit to ensure data reliability and optimal performance.
- CTA Tracking Fixes – Custom code errors were affecting link click tracking, making it difficult to measure CTA interactions.
- Video Interaction Tracking – A lack of proper tracking for YouTube and other media platforms meant missing key user engagement insights.
- Marketing Channel Attribution – Data categorization inconsistencies were leading to attribution errors within Adobe Analytics.
- Adobe Target Implementation – They needed to create and execute test activities to enhance personalization and conversion rates.
These pain points impacted campaign measurement, slowed down decision-making, and created a disconnect between user behavior and marketing insights.
The Roadblocks That Stood in the Way
With these challenges in play, the customer found itself facing operational inefficiencies that impacted their ability to optimize customer experiences and drive growth, such as:
Inaccurate Data, Missed Insights
The inconsistencies in data collection meant key business decisions were based on unreliable information, making it difficult to track performance accurately.
Limited Visibility into User Engagement
Without proper tracking for CTAs and video interactions, the company struggled to understand how users were interacting with their content, leading to missed opportunities for engagement and conversion.
Hindered Personalization Efforts
The lack of properly implemented test activities in Adobe Target restricted their ability to tailor experiences based on customer behavior, impacting conversion rates.
Marketing Attribution Challenges
Data misclassification in the ‘None’ marketing channel led to attribution gaps, making it harder to measure campaign effectiveness and optimize marketing spend.
Operational Bottlenecks
Without a streamlined Adobe Analytics and Launch setup, teams had to rely on manual workarounds, slowing down execution and reducing overall efficiency.
As a result, the customer was unable to unlock the full potential of Adobe’s robust suite of tools—limiting their ability to make data-driven decisions, deliver impactful user experiences, and boost conversions. Overcoming these roadblocks quickly became a strategic priority to regain control of their analytics, tracking accuracy, and personalization capabilities.
Crafting Tailored Solutions to Overcome Technical Hurdles
We partnered with the client to resolve these technical bottlenecks and elevate their Adobe stack through the following initiatives:
- Enhancing Data Accuracy with AEP Web SDK: We resolved the list property issues within the Adobe Experience Platform Web SDK, ensuring precise data collection and reporting.
- Comprehensive Quality Assurance for Adobe Analytics and Launch: Our team conducted thorough audits of the existing setups for Adobe Analytics and Adobe Launch, identifying and rectifying discrepancies to optimize performance and data reliability.
- Resolving Custom Code for CTA Tracking: We addressed the custom code errors affecting link click tracking on call-to-action elements, restoring accurate tracking and measurement capabilities.
- Implementing Video Interaction Tracking: Through custom JavaScript solutions, we enabled effective tracking of user interactions with YouTube and other media content, providing deeper insights into user engagement.
- Correcting Marketing Channel Attribution: We fixed the data misclassification issues within the ‘None’ marketing channel, ensuring accurate attribution and more effective marketing strategies.
- Optimizing Adobe Target Implementations: Our team developed and executed multiple test activities within Adobe Target, facilitating personalized user experiences and enhancing conversion rates.
The Impact: A Faster, More Engaging eCommerce Experience
By resolving key technical roadblocks and fine-tuning Adobe implementations, we helped the client turn complexity into clarity—and data into decisions. The improvements weren’t just technical, they drove powerful, tangible outcomes across the board.
- 70% Increase in Video Views.
- 24% Rise in Average On-Page Time
- 20% Reduction in Bounce Rate
- 40% Decrease in Undefined Attribution
- 60% Growth in App Downloads
Conclusion
This transformation was more than a technical upgrade—it was a strategic evolution. By empowering the client with clean data, streamlined processes, and intelligent personalization through Adobe Experience Cloud, we unlocked the kind of digital performance that directly fuels business growth.
With greater visibility into user behavior, enhanced targeting, and reliable analytics, the client is now equipped to deliver richer, more relevant customer experiences across channels—and scale with confidence in a data-first future.
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