Tag: Customer Journey
Understanding Attribution in Adobe Analytics
In today’s data-driven marketing, understanding the customer journey is key to optimizing ROI. Adobe Analytics’ attribution assigns credit to touchpoints, revealing channel effectiveness, and contribution from various customer behaviours. There are three approaches for dynamic multi-touch analysis: Marketing Channels for acquisition, eVars for preferences, and Attribution Models in the Analysis Workspace.
MarTech Maturity in the Lens of Digital Customer Lifecycle
None of us would like to chase technology. Setting up a MarTech maturity framework with a digital customer lifecycle and regular assessments could give us a clear direction on where to go.
Measuring Customer Journeys For Life Insurance In Asia Using Adobe Analytics
Wenzhou-Kean University collaborates with Hong Kong Baptist University, adopting Adobe Analytics to equip students with transborder skills in web analytics. Invited by Hong Kong Baptist University to share the caption with students from Wenzhou-Kean University attending an Adobe Analytics training conducted by HKBU to present Asia’s insurance industry landscape, and how the Internet and digital…