Data-based decisions through intelligence
With Adobe Analytics, Epson is monitoring website performance, tracking campaigns and diving deep into data to provide accurate KPI measurements. Adobe Analytics ingests data for marketing campaigns from across channels to provide marketers with a clear view of how campaigns are performing. Channels include not only website and mobile site data, but also display, email and paid search.
“Often marketers would just be looking at how many clicks the campaign received, but that’s not actually a good measure of performance,” says Sturcke. “Adobe Analytics allows us to follow the customer journey and provide more actionable feedback to marketers about whether the campaigns are finding true success through conversions or leads.”
With Analysis Workspace, Epson uses complex real-time data and analysis on a flexible dashboard. Analysis Workspace allows the team to quickly flip between displays and share real-time data with stakeholders.
“The ability to load dashboards and monitor important online events in real time helps streamline and focus the team’s efforts on performance,” says Sturcke. “Whether it’s Black Friday or the launch of an updated website, Adobe Analytics helps us monitor performance and spot errors in real time.”
Using artificial intelligence for diagnostics
Real-time dashboards are not the only way that Epson is raising visibility into issues. With the Anomaly Detection capability within Adobe Analytics, powered by Adobe Sensei, artificial intelligence learns to uncover unexpected website behaviours based on actions, errors and conversion.
If the website deviates from expected behaviour, automated alerts raise the alarm and Contribution Analysis, powered by Adobe Sensei helps developers pinpoint the problem. This can include issues such as sudden drops in traffic, rise of a specific error code or customers bouncing at the same point on the website.
“Website errors can be hard to track down and even harder to replicate,” says Sturcke. “What Anomaly Detection does is help us pinpoint where and when issues are occurring, so that we can get in front of errors and minimise the impact on conversion or leads. By identifying and solving issues faster, we’re delivering a better customer experience while reducing the time that we spend tracking errors.”
When Epson transitioned its website to the new web platform, it used Anomaly Detection to help detect unexpected spikes or drops in traffic. Sudden changes in traffic could be an indicator of broken links, incorrect redirects or marketing campaigns that were still using old links.
While Epson is currently using Anomaly Detection to keep ahead of errors, the company plans to leverage insights from machine learning of Adobe Sensei to detect positive results such as sudden spikes in sales, traffic or leads after the launch of a new campaign.
“Adobe has long been a technology leader. Adobe Sensei allows us to harness the power of machine learning to work more intelligently and be more proactive in our digital approach,” says Sturcke. “We can concentrate on optimising customer experiences that help us stay ahead of the competition.”