30 years ago, when Tim Berners-Lee boldly predicted the future of technology would be built on a unified network, few believed him. Then the World Wide Web was born – a defining moment that shaped the world we now live in.
Similarly, there were a few raised eyebrows 10 years ago when Adobe acquired leading analytics company, Omniture, with a WSJ headline stating: ‘Adobe Buys Omniture: What Were They Thinking?’ Why would a creative company be interested in data and analytics? Fast forward to 2019, and you can easily flip that question on its head – how could Adobe not be interested?
As technology has evolved, so has come the meteoric rise of analytics. Taking raw data and turning it into compelling business intelligence that, when analysed through the right technology and combined with creativity, has the ability to deliver customer experiences that can transform the fortunes of a business.
In a modern setting – and with Customer Experience Management now representing a brand’s most critical competitive differentiator – analytics has become a business imperative, more than earning its seat at the boardroom table. The rise of AI has also introduced greater levels of sophistication, with automation unlocking access to faster, smarter and more impactful insights.
With our world enveloped by such a rapid pace of technological change, guess work is no longer enough, meaning the opportunity is there for the most forward-thinking brands to seize the advantages of taking a data-driven approach. To celebrate the sensational rise and evolution of analytics, here are four brands who have embraced the power of analytics to create incredible customer experiences and inspire the art of the possible.
1. RS Components – Combining the ‘what’ with the ‘why’
As a leading manufacturer and distributor for engineers, RS Components is using the perfect combination of creative thinking and rich, deep customer data, to ensure its customers’ experiences are infinitely more accessible and impactful.
By integrating Adobe Analytics with Verint ForeSee tools, RS Components expertly blends behavioural data (the ‘what’) with attitudinal data (the ‘why’) to obtain an unparalleled understanding of its customer. For example, something as simple as examining a landing page and altering the colour, copy, and placement of a button located next to the Order Basket, has helped the company increase click-through rates by 75%, as well as average order value by 2%.
RS Components appeals to two very distinct audiences, each with its own unique behaviours. One audience – the engineer – is typically on the hunt for information and insight, while another – the buyer – is browsing products with a view to making a purchase.
When combined with Adobe Analytics segmentation data, attitudinal intelligence revealed that with over half a million products to choose from, a specific sub-audience of buyers was finding the browsing experience a challenge. RS Components used this insight to simplify and refine its website’s search function, greatly reducing dropout rates – a glowing example of using feedback and analytics to guide improvements to customer journeys.
RS Components has also achieved:
- 4X return on remarketing ad spend and 2x conversion by targeting based on customer satisfaction.
- 12% uplift in revenue from product recommendations by using customer satisfaction data to personalise content.
These results demonstrate the lucrative opportunity that lies in bridging silos that often exist between digital analytics and customer satisfaction, and the importance analytics plays in enabling intelligent decision-making. RS Components truly listens to its customers’ needs and wants, and is using data to do some incredible things. Read more about their story here.
2. STV – Tuning into viewing habits to stop customers from switching off
As Scotland’s only commercial TV network exclusively dedicated to the Scottish people, STV possesses a fiercely loyal and steadfast audience, welcoming over 3.5 million viewers per month. But as it goes toe to toe with rival networks like the BBC, STV is constantly seeking ways to attract even more viewers and bring unique value to Scottish audiences.
And what’s the best way to attract and retain customers, regardless of industry? Understanding what they want. Coupled with the fact the media landscape can be a highly-distracting and saturated industry, STV had an opportunity to differentiate itself as a true leader in TV customer experience.
STV has expanded well beyond the realm of basic analytics – it has engrained data into the heart of its business, using analytics to refine its content, improve promotions, and deliver hyper-personalistion at scale. In fact, the percentage of STV customers binge watching every episode in a series has now increased from 15% to 40%, while conversion rates have surged from 3% to 26%.
3. Grundfos – Streamlined customer journeys ensure smooth flow across all touchpoints
Grundfos moves water in incredible ways. Spread across more than 60 countries and with 18,000 employees around the globe, the Danish engineering company is a brand that has readily embraced the power of digital innovation to deliver relevant experiences to customers and employees alike.
With such a diverse range of global markets to appeal to, standardisation of customer journeys has become a beacon for Grundfos to benchmark its digital marketing against. With Adobe Campaign, Grundfos can design and execute digital campaigns through a centre of communications excellence in a common language, which speaks directly to its both its global employee and customer base.
And when combined with Adobe Analytics, the brand has access to a single view of its customer, no matter where they are in the world. We all know that B2B customer journeys can often be intricate and unpredictable. Yet, by streamlining its digital experiences to flow seamlessly across all customer touchpoints, Grundfos has evolved into a truly customer-centric business that can target the right people, with relevant content, at the right time. We recently sat down with Grundfos visionaries Jesper Lanther and Jens Nielsen to explore their inspiring journey – watch their story here.
4. James Villa – Exploring the wanderlust for connected and personalised experiences
With 2,900 villas spread across 50 destinations, James Villa has a diverse target audience to connect with. Coupled with the rise of disruptor brands like Airbnb, and the UK’s leading villa holiday specialist needed ways to stand out in a crowded industry.
By integrating Adobe Advertising Cloud with Adobe Analytics and Adobe Target, James Villa has been able to unify siloed customer data and develop targeted content for its diverse global audience.
Connected and personalised experiences are hallmarks of any successful brand, and with increased visibility across various touchpoints, James Villa is delivering those experiences in an authentic manner that resonates deeply with customers, leaving them feeling valued and appreciated.
What’s more, with Adobe Sensei helping automate time-consuming and resource-heavy tasks – such as the management of over half a million keywords – the productivity of James Villa’s marketing team has skyrocketed, allowing it to unearth a treasure trove of deeper and more complex insights. Creating the perfect travel experience is no mean feat, watch Martyn Ansell explain how James Villa is doing it.
Data shaping the world we live in
A lot has changed since Berners-Lee bravely ignored the naysayers to deliver one of the most important technological and cultural milestones of recent times. Data now shapes the world we live in, powering the platforms and channels that play such an integral role in our lives, and forever changing how we interact with each other.
The brands leading from the front have succeeded in realising the enormous value that lies within their organisation. They have embraced the power that data and analytics possess to change the world – a vision that any brand can realise should they choose to look through the lens of data-driven insight.