Analytics & Personalisation Framework
Background
Foxtel engaged Digital Balance to review their existing Adobe Analytics implementation, which had long suffered from multiple iterations of KPIs and changes in business objectives to become disparate and complex to manage.
This review was to be conducted in tandem with a roll out of Adobe Audience Manager and Adobe Target to ensure that data gathered by these tools could be utilised within Adobe Analytics, and vice-versa.
Brief
“We require an audit of our Analytics configuration to ensure there are no barriers to utilising the data we are about to start gathering through Target and Audience Manager.” – Gagan Batra, Foxtel Digital Manager
Approach
- Technical Review
- Audit of Adobe Analytics Report Suite
- Recommend Data Layer Improvements
- Education Of Internal Teams
- Documentation Of Processes
Recommendations
Digital Balance consultants embedded within Foxtel, worked on site to raise the profile of the Digital Marketing team and educate the related business units on the importance of working collaboratively.
Step 1: Technical Review / Data Layer & Audit Of Report Suite
End to end testing of the existing data layer was conducted to highlight keys areas which needed to be addressed. The focus was ensuring that the data required for KPIs was available and reliable. Requesting a complete rebuild of the data layer would have overwhelmed the available resources within Foxtel, so an agile approach was taken.
Once data layer issues had been identified, a review of the Adobe Analytics global report suite was undertaken to ensure the best use of existing data, and any opportunities to refine data collection were taken.
Step 2: Educate Internal Teams & Documentation for Processes and Frameworks
Two sets of documentation were developed to cover technical and marketing teams respectively. These documents outlined the processes required to make changes, such as how to use the tag management system, and how data in the data layer ends up in reports.
Collaborating on site with relevant teams and working through real and example issues helped improve communication between developers, digital analysts and marketing teams.
Documentation and processes were then produced for the purposes of educating the internal teams on how to use these products according to current best practice, and allowing them to manage the day to day operations.
Step 3: Setup Audience Manager & Integrate With Target
Working with key stakeholders, we identified a prioritised list of KPIs to be met through the functionality of Audience Manager and created a roll out plan to match. We brought key staff on site to work directly with Adobe consultants and Foxtel teams in setting up, troubleshooting and delivering the product to meet requirements.
Various nuances of applying this setup to their mobile app were also addressed, including a condensed workshop session where Audience Manager & Target functionality were delivered into the Foxtel Now app in one week.
Outcomes
Implementation of Adobe Analytics
- Designed and updated the Adobe Analytics implementation to align with current measurement requirements, across multiple websites and apps.
- Provided a measurement plan, global data layer, and onsite support throughout the implementation and testing process.
- Implementation of Adobe Audience Manager.
- Helped Foxtel implement AAM on their desktop website and apps.
- Worked offsite and onsite with Foxtel technical teams to provide agile implementation support and rigorous validation/testing.
Integration between Adobe Audience Manager & Adobe Target
- Supported Foxtel with the implementation of Adobe Target (at.js), and helped integrate Adobe Target with Audience Manager to leverage CRM and Analytics based audiences allowing them to deliver the right message to the right person at the right time.
Testing & Personalisation Framework
- Provided a testing and personalisation framework, setting in place the process for agile testing and personalisation. The framework helped Foxtel focus on journey optimisation for high-value customers.
