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Measuring Digital Influence on in-store activity and sales with Adobe AEP & CJA

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Level 6

10-10-2022

Company Name: Accent Group 

Company URL: https://www.accentgr.com.au/ 

Your Name: Anil Umachigi 

Your Title: MarTech - Data Architect  

 

About Accent Group  

Accent Group Limited is the leading digitally integrated retail and distribution business in the Apparel and Footwear performance and lifestyle market in Australia and New Zealand. With over 750+ stores, 35 brands and 40 websites. In addition to exclusive distribution rights for 15 international brands across Australia and New Zealand. 
 

The Business Challenge  

We all know how important it is to create a seamless connection between various channels and use digital to efficiently drive sales across the board.  

While this all sounds good it can be quite a challenge to measure how our digital marketing investments translated to in-store activity and sales 

Some of the business challenges we were addressing were   

  • The influence of Digital marketing efforts on store purchases 
  • Influence of Digital marketing efforts on Store or Offline events 
  • What marketing channel mix is most effective?  
  • What Digital campaigns are driving store sales 
  • Visualize Customer journey from digital to Store 
  • Create Omnichannel marketing efforts for customers shopping across channels.  

Solution, Architecture & Integration   

To help visualize, report, and create omni channel marketing efforts we took the following steps. 

 

  • Identify various touch points across digital and Store 
    • Leveraging actionable analytics & experience data   
    • Create Audiences to address opportunities  
  • Identity management & Consolidation 
    • Identities form the foundation of AEP profile and reporting; we ensured that this is consolidated and consistent across touchpoints 
    • Consolidate identities and create a identity management framework 
  • Campaign Tracking Conventions  
    • Review, document effective ways to track campaign performance across digital and store  
    • Create End to end campaign tracking conventions 
  • Report, Analyze & Iterate 
    • Use Adobe Customer journey analytics to report, visualize and communicate performance for business teams   

 

Adobe Stack Set up 

  

Adobe Products  

Role  

Adobe Launch & Data Layer  

Tag Management solution to capture web/app events for reporting, and real time contextual data  

Adobe Customer Journey Analytics  

Create a CJA connection using dataset across digital, Cx & Store to create customer journey reports & visualizations 

Adobe AEP 

Collect data from various data sources to be available for Customer Journey Analytics 

  

Technical Architecture 

 cja_reporting.001.jpeg

The Business Impact   

As we add more data sources of customer interaction within Adobe CDP, we hope to achieve the following benefits  

  • Customer Journey Across Touchpoints: Ability to report and understand customer trends from digital to store 
  • Customer Analytics and Insights: Leveraging a complete set of interaction data for actionable analytics which then would become foundation for omni channel marketing efforts. 
  • Marketing Mix Insights: Ability to report which marketing channel mix was effective in driving in-store sales and activities 

  

Sample Performance Report built within Adobe Customer Journey Analytics 

 cohort_cja.png

 

channel_overlap_cja.png

Elevate Customer Journey Analytics Experience Platform Real-Time CDP
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