The Digital Analytics department uses Adobe Experience Cloud to deliver personalized user experiences. The goal is to increase conversion rates and improve customer experience through targeted personalization and testing. The technical implementation is handled independently by specialized consultants.
- A core part of the tasks includes maintaining the existing implementation within the Adobe Experience Platform. This particularly involves monitoring the data and troubleshooting source connectors.
- As part of preparing new features for use in the Adobe Experience Platform, requirements and data are first translated into Adobe’s Experience Data Model. This includes creating entity-relationship diagrams (ERDs) and contextualizing the relevant data.
- Based on that, the corresponding schemas are created within the platform and datasets are prepared for further use.
- Further activities include designing and setting up both new activation channels and additional data sources.
- In addition, new business-relevant use cases are developed across the various phases of the customer journey to specifically increase business value.
- Creating segments and performing error analyses using targeted SQL queries.
- Consulting on all newly introduced processing activities, covering compliance with applicable data protection regulations, the required internal approval processes, as well as documenting legal and technical specifics.