CLIENT CASE Telenet

Optimising
advertising insights

Directly link paid performance marketing efforts to user behaviour in Adobe Analytics.

About
Telenet

Telenet relies heavily on paid acquisition. This is reflected in advanced advertising strategies, running multiple campaigns simultaneously and targeting different audiences. Being successful in highly competitive markets forces them to properly understand effort versus performance.

A complete traffic view
The optimisation of digital platforms requires both an understanding of user behaviour and, more importantly, a complete view on all traffic driving channels. Integrating advertising solutions like Google's Marketing Platform (Ads, Display & Video 360, Search Ads 360) within Adobe Analytics is often difficult to achieve.

USE CASE

Digital challenges

Telenet challenged us to work towards a solution that automatically imports all necessary data into Adobe Analytics and to provide guidance on the integration of these new data sources into existing reporting.

Key points

A plug and play approach

Stitchd decided to take advantage of the existing Adobe data-connectors for the different advertising solutions. This might seem like a plug and play approach at first sight, but every connector has its limitations, forcing us to develop a custom approach tailored to the business.

Translate action points into insights

Configuration required thorough analysis and understanding of the complete channel strategy, existing tagging and naming conventions. All of these were translated into tangible action points, enabling the client to properly import their data into Adobe Analytics and turn them into valuable reporting and insights.

Data collection providing the right numbers

By enabling proper advertising data collection, paid performance is directly tied to user behaviour. Campaign attribution is measured in detail, providing our client with the numbers to challenge the media agencies that run the campaigns.