Better Together: Adobe Analytics and ObservePoint

December 20, 2016 Kara Frazier

close-up of a group of people examining graphs on a table

With robust data collection and exceptional segmentation capability, Adobe Analytics puts full analytical control in the hands of the user.

That’s enough to give any analyst goosebumps.

And that’s not even the whole of it. As you probably know, Adobe Analytics is part of a powerful portfolio of marketing technologies: the Adobe Marketing Cloud. The Marketing Cloud includes tools like Adobe Activation (Dynamic Tag Management), used to streamline the process of deploying code, and Analysis Workspace, which makes dynamic data discovery intuitive and insightful.

The flexibility of these tools—and the way they seamlessly work together—make Adobe Analytics and the Marketing Cloud very attractive.

But if you’re considering Adobe’s enterprise solution or are just recently making the transition from a freemium option, you’ll quickly realize that Adobe Analytics is a whole different beast.

The Challenge

Adobe Analytics is not plug-and-play and it may be completely new for your team. But the clock’s ticking, and you want to get it up and running as soon as possible, especially because you want your superiors to see that the investment is worthwhile.

You’re going to have to make some changes in your operations and perhaps even in personnel to accommodate the new tool. Consequently, stakeholders will expect a higher return—not just more data, but better data.

Because data is only valuable when it is actionable, better data equals trustworthy data. When data is incorrect or incomplete, there’s not much you can do with it.

You may think, “Well, I’m putting a lot of money into Adobe Analytics, so the data I’m getting better be trustworthy!” I agree, and I’m sure that your stakeholders do as well.

Here’s the trick though: analytics tools don’t generate data, they collect it, based on the tags deployed by your developer, marketer or analyst.

Code is deployed by humans, and humans are always prone to error, especially in those initial stages of implementation where you’re sprinting to deploy all of your analytics tags. And while you could assign someone to manually QA your analytics full-time (yikes!), you’re still leaving your data collection exposed to human error.

Plus, things break. With so many steps in data’s journey from inception to warehousing to analysis, there is bound to be an issue along the way.

Stressful, right? You are putting a lot of time and resources into gaining more control over your data with Adobe Analytics, and yet there is still a risk that something could go wrong. Even if it’s as simple as an employee not deploying code on each page of the site—a critical mistake.

But don’t fret. There is a way to get control.

Cue ObservePoint value proposition…

ObservePoint and Adobe Analytics


ObservePoint automatically validates and monitors analytics and digital marketing tags across websites and apps, helping enterprises be more efficient and confident in their data-driven decisions.

ObservePoint recently performed an audit for a Fortune 500 retailer that was running Adobe Analytics on their site and discovered that 35% of the pages were not properly tagged. ObservePoint also discovered 346 tags that were firing at the bottom of the page instead of the top, resulting in data loss.

Not the fault of the tool, but rather a slip-up from someone, or multiple people, on their team. But still, you can’t afford to be making decisions based on incomplete data.

Investing in ObservePoint will help you to:

  1. See your data quality pain points so you can improve.
  2. Ensure your deployment practices conform to your business requirements.
  3. Increase the ROI on your analytics investment.
  4. Send reports to your stakeholders with confidence.

Adobe has formed a valuable partnership with ObservePoint and they continuously refer their customers to us. That’s because we both understand that data integrity is what will determine your company’s standing in the industry.

 

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