With Adobe, Andreas Stuht and his team of data specialists go far beyond what normal analytics tools offer for the use of website data on entry and exit, referrer, or dwell time. With Adobe Customer Journey Analytics, OTTO is able to include product metadata in its analyses. "By linking both data worlds in Customer Journey Analytics, we can find out what added value our product data offers," says Andreas Stuht. "We use this data to advise our customers on how to find the best product for them."
OTTO not only measures the classic data, but also analyzes the interaction of potential customers with the product data over a longer period of time. For example, the company can analyze data to determine the ideal length for product descriptions, how many and which images facilitate a sales process, and how OTTO can offer its customers the best possible environment for a mutually successful shopping experience.
It is easy for OTTO to implement the findings itself with modifications such as changes to product text or pictures. The procedure is similar for the partners, but here the operator naturally limits itself to recommendations.