Innovation / Solution Name: Tracking All Activities Inside PDF using Adobe Analytics Data Insertion API
Company Name: Cognizant Technology Solutions
Adobe Solution Partner Program Level: Business
Contact Name: Kamal Chembath
Description of innovation / solution: E-Tailer Coupon Business confronted a challenge in the form of tracking people uniquely who visit the website, downloads PDF and the subsequent interactions they do on the PDF. The PDF interactions can happen online/offline, this posed a huge challenge to track the visitors uniquely. CTS as a service vendor accepted this challenge and performed the implementation which resulted in receiving the analytics data much beyond what the Client is looking for. Tealium and Site Catalyst integration along with Data Insertion API helped them accomplish their business objective to track coupons PDF. Improved coupons selection by looking at most popular coupons getting selected and printed. Reports results in creating goal specific plans.
Business challenge(s) solution addresses: The client has a voucher distributing site wherein people selects the vouchers from the website, and downloads the vouchers in a standalone PDF(offline) or online PDF, takes the voucher print again from the online PDF or offline. The E-Tailer wants to know how many people selects the vouchers, and at the voucher level how many offers are available, how many were not available (voucher expired, reached print limit etc.), how many got printed from PDF and how many were not printed by tracking same visitor from web, the reasons (printer not connected, papers unavailable to print etc.), and finally overall vouchers per unique visitor and unique vouchers per visitors (shouldn't cross more than two). Since the objective is to track coupons selection advertised on web and to track them in PDF format upon printing, we followed the below approach. Used Tag Management System (Tealium) for implementing tags to pullover data for Site Catalyst (Adobe Analytics) for configuring dashboards and reports. Collaborated with developers for using Data Insertion API to pass coupons specific values to Site Catalyst .. Audited tags functionality through ObservePoint and data insertion value through server logs along collaboration with developers. Based on unique visitors , tracked unique visitors and their interaction on both web and PDF that helped creating Dashboards and reports that encompasses drilled down reports that will add value to the business like Most Popular coupons - Average unique coupons prints per visitor Conversion funnels - Offer Status Message occurrences Print Success/Failure Rate - Offers Selected to Print Ratio OS/Browser Segmentations - Geo Segmentation
WOW Factors: Tracking the visitor journey from web to PDF by understanding the Unique Visitor to Print ratio to ascertain the success of the voucher business (Unique Visitors (Web)-> Vouchers Chosen (Web) -> Print Button(Web) -> PDF opened (web) -> PDF downloaded (to the system) -> PDF Opened (Web/System) -> PDF Print Initiated (Web/System) -> PDF Successful Prints (Web/System) and finally the ability to break-down at each stage....
Business impact delivered: Tracking the visitor journey from web to PDF by understanding the Unique Visitor to Print ratio to ascertain the success of the voucher business (Unique Visitors (Web)-> Vouchers Chosen (Web) -> Print Button(Web) -> PDF opened (web) -> PDF downloaded (to the system) -> PDF Opened (Web/System) -> PDF Print Initiated (Web/System) -> PDF Successful Prints (Web/System) and finally the ability to break-down at each stage ..... More vouchers the Client distributes more is the profitability, and for complete understanding of visitor activities to improve the business they rely on SiteCatalyst where we have facilitated all data . Is anything stopping from Client side / Offer Status messages Brand side / Printing Issues customer side to hinder the voucher prints, this can be seen in the configured reports To judge the success of Adobe print engine which has been deployed in the PDF Tracking the way each brand is performing and likes and dislikes of each voucher/offer pertaining to a brand Which voucher/offer is popular in each brand, and if the discounts per offer are effectively helping each brand to promote and sell the products
Adobe solutions used: Adobe Analytics
Target Vertical Markets: Retail
Email confirming Cognizant Among Top 6 Finalists Picked up for Partner Innovation Showcase - Adobe Summit 2015