Adobe Data feeds feature is here whenever you need to get the data out of the Adobe Analytics tool and use them in different environments or tools for further analysis. If you are an online marketer and you are investing in multiple online marketing platforms you might often struggle with connecting all the dots which is necessary to evaluate the ROI of each channel or your campaigns. This case study describes how Vodafone achieved that by connecting their Adobe Analytics with ROIVENUE Marketing Suite. In order to integrate the data from Adobe Analytics with data from multiple online marketing platforms Vodafone has attributed the conversions to the data using AI Data-driven attribution modelling.
Vodafone Czech Republic, leading innovative telecommunication company in Czech Republic, needed to connect their data from Adobe Analytics with data from their online marketing platforms and evaluate their effectiveness. On their website, Vodafone is using Adobe for measuring multiple conversion goals. The main goal was to connect the campaign goals with respective marketing costs, to measure the return of investment and the average cost of the conversion.
Reconstruction of customer paths and data-driven attribution was also desirable in order to identify which channels are over and underestimated by the Last-click attribution.
Thanks to the Data Feeds, exporting the data from Adobe was not a problem but it was necessary to specify all the required fields and goals so they could be properly processed later.
The key dimension for connecting all the interactions into customer paths was the Experience Cloud ID which identifies interactions from the same user.
The common dimensions and metrics were necessary to be exported in order to connect with other platforms later on.
- Date and Time of the interaction was exported as well as the information about from which channel the visitor came to the website.
- Information about the possible conversion was included only if the visitor achieved at least one of the measured goals – they provided contact information or they made a purchase on the website.
- Due to the fact that all the hits are included in the export, additional columns were needed to identify a new session and following hits on the website done by the same visitor.
Setting up the Data Feed:
Settings of Adobe Analytics Export to Azure Blob Storage
After the correct dataset was specified, it was necessary to set up the Data Feed itself. The easiest way to achieve the desired daily export of data from Adobe Analytics to ROIVENUE is to export the data to Azure Blob Storage with which both Adobe and ROIVENUE have native integrations.
Data export page in ROIVENUE, that allows you to create custom exports.
The main view in ROIVENUE, that allows you to evaluate the performance of your business.
ROIVENUE allows you to easily compare (not only) marketing investment across all channels.
Analysing the whole customer journey from investment to revenue is not a problem with ROIVENUE's data-driven attribution model
Thanks to Adobe Data Feeds together with ROIVENUE Connectors and Processing, Vodafone is now able to evaluate their marketing activities and see how many leads and purchases each campaign brought and where they can achieve the best cost per acquisition in the future.
If you would like to learn more about the Adobe Analytics data integration, get in touch with us.