Optimising the customer experience
Creating a new website experience is only the first step of Dun & Bradstreet’s customer-first digital strategy. Using Adobe Analytics and Adobe Target, the company is refocusing on ways to analyse performance and optimise content for audiences.
“We want to make sure that our time and cost investments pay off long term, so we’re using Adobe Analytics to determine what content connects with audiences on our website, which in turn informs our content strategy,” says Christopher Yeich, Senior Director, Content Marketing and Editorial Strategy at Dun & Bradstreet. “We might see that one article is performing very well, so we’ll develop an editorial series around it that helps our audiences dive deeper into the topic.”
Leveraging the integration between Adobe Analytics, Adobe Target and Adobe Experience Manager, Dun & Bradstreet now runs an advanced optimisation programme to improve customer experiences. Adobe Analytics provides real-time analysis of site performance, allowing the optimisation team to gain insight into test performance and change direction quickly. Adobe Target allows the optimisation team to dramatically scale testing, even focusing on how content performs with specific audiences. The speed of Adobe Experience Manager allows the team to create new content or change the direction of content quickly.
The optimisation team has even expanded its reach across channels, following the customer journey across various lead sources. By analysing these customers, Dun & Bradstreet discovered that it gained much higher quality leads from visitors who connect via chat or call centre versus web forms. By studying the online journey of these customers, the team can encourage behaviours that lead to chats or calls.
“It’s almost unfathomable for me to imagine a company trying to do marketing without the right data to inform it,” says Merritt Aho, Marketing Director, Testing and Optimisation at Dun & Bradstreet. “Adobe Analytics and Adobe Target are helping me use data science to move business. Improving the digital experience is an ongoing journey and it’s tremendously helpful to have Adobe solutions on our side.”
Studying data from Adobe Analytics provides key insights into audience behaviour patterns, which allows Dun & Bradstreet to adjust how it approaches customers and increase demand generation. For instance, analysts once noticed a pattern in the content consumed by visitors from a major technology company. They passed this information on to the sales manager, which encouraged sales to introduce the offering and start a conversation with the customer.
“The Adobe Analytics dashboard is key to how we communicate with our data,” says Steven Alexander, Marketing Analytics Lead at Dun & Bradstreet. “I love how the dashboard allows us to build segments and tie in data from other systems to help us really understand our audiences and what they’re looking for. Since we’ve started our customer-first digital strategy with Adobe solutions, we’ve seen increases in traffic, repeat visitors and conversion.”
With the digital foundation in place, Dun & Bradstreet plans to continue scaling the website personalisation and optimisation programme across regions. The United States, Canada, Ireland and UK sites have already moved over, with more soon to follow. The company also plans to take analytics a step further into forecasting and predictive modelling that will continue to drive the company’s digital strategy. Dun & Bradstreet is also invested in Adobe Audience Manager and is looking forward to utilising the integration with Adobe Analytics to expand segmentation capabilities.
“We should be our own best case study for what is possible with Dun & Bradstreet data,” says Mueller. “By continuing to focus on the customer experience, we can provide strong support to the sales team and drive strong engagement for years to come.”