Data-driven strategies for higher business
E-commerce continues to grow every year, with more consumers using their computers and mobile devices to make purchases electronically. With fewer chances to meet customers face-to-face, companies must rely on digital footprints and strong analytics to develop a greater understanding of their growing and dispersed customer base.
AutoAnything is a leading online retailer of specialised automotive products that improve the protection, comfort, safety, style and performance for all vehicles. The company’s core belief is to always do what is in the best interest of the customer, but providing top service requires understanding who the customer is and how best to serve them.
For years, AutoAnything had been working with Adobe Analytics, an Adobe Analytics Cloud solution in Adobe Experience Cloud, but Brandon Proctor, President of AutoAnything, knew that the company wasn’t using Adobe Analytics to its full potential. Under his direction, the company began training marketing and merchandising teams to understand and analyse the data.
“I’m a strong believer in analytics,” says Proctor. “If you’re not on the path to becoming more data-driven, you can really miss out on opportunities and lose business.”
But for Proctor, embracing analytics is about more than having a dedicated analytics team on staff. Rather, he believes that in order for an organisation to be successful, everyone should be an analyst and use data to inform decisions, regardless of their role. Whether they’re a merchandiser trying to understand how to group recommended products or a social media marketer looking to engage with high-value customers, analytics must be at the core.
“As a company that heavily relies on data to drive our business, we have benefitted from invaluable insights delivered by Adobe Analytics for nearly a decade,” says Proctor. “Adobe Analytics enables advanced and relevant customer insights in a digestible and actionable way; our success is dependant on the analysis we glean from Adobe.”