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Fragmented marketing data foundation:
Inability to collect campaign data in a clean and standardized way
Lack of campaign taxonomy:
No consistent campaign structure for commercial teams and media agencies
Lack of campaign performance insights:
Inability to drill down into campaign results and track specific parameters
Fragmented campaign reporting:
Inability to prove campaign success with tailor-made reports
Widerøe relies on a solid data foundation for scaling marketing, understanding customer journeys, and engaging with customers in the right place, at the right time. With a completely new website and the upgrade to Adobe Analytics, getting campaign tracking aligned was a crucial step in laying the fundament for a data-driven approach. “Going over to Adobe Analytics and the new website, we needed to find a new tracking strategy, and that was also a chance for us to make changes regarding how we track our campaigns so that we get the correct data in Adobe Analytics”, says Samantha Gowran Farrier, E-commerce & Performance Analyst.
From the start, Accutics has had a key role by ensuring that all campaign data from all advertising sources is collected in a coherent and standardized way. By replacing spreadsheets that were time-consuming and prone to manual errors with an enterprise-ready platform solution for campaign tracking, Accutics has ensured that all the campaign data brought to Adobe Analytics is accurate, consistent, and actionable.
Before Accutics, Widerøe was unable to track advertising by following the same structure across teams and marketing channels. The Google URL builder that they were using did not offer full campaign tracking possibilities, so tracking became a fragmented process that made it impossible to gather 360-degree insights from all their marketing channels. In turn, this made it challenging for teams to align goals and follow the same method, as well as for new colleagues to accelerate time to campaign productivity.
The introduction of Adobe Analytics moved their tracking needs to an entirely new level. To tap into the full potential of Adobe Analytics, a consistent and scalable campaign taxonomy that was tailor-fitted to their marketing strategy became a pivotal step. As Samantha added: “When you are setting up campaigns and tracking campaigns for Adobe Analytics, it is a completely different setup than using Google Analytics".
With Accutics, Widerøe has become empowered to break down the siloed campaign tracking experience by aligning the tracking structure across all channels, be it display, native social media ads, Google Ads, or email campaigns. The new taxonomy has been created in close collaboration with the Accutics analytics experts to ensure that all tracking parameters entirely reflect Widerøe’s marketing goals & set KPIs.
Accutics Standardize has made it possible to handle the creation of all campaign tracking codes for all their marketing channels from one place: the Accutics platform. It has therefore eliminated time wasted on mapping campaign data across lengthy and outdated Excel spreadsheets and enabled them to work more effectively.
Samantha describes the quick impact it has had on their campaign tracking: “We all follow the same structure, so we get the correct data in. There’s no difference in the different campaigns that we run: all the correct data comes in all the time, and that’s one of the biggest advantages of working with Accutics.”
With an accurate taxonomy in place that is robust enough to reflect all requirements, yet flexible enough to scale as they grow, Widerøe has successfully enforced consistent tracking across their international organization and media partners.
In turn, this has made it possible to optimize their tracking strategy dynamically by continuously fine-tuning parameters in the platform and adding new advertising sources to reflect their present marketing efforts. Accutics has become the trusted checkpoint for making sure that their campaign strategy is executed timely and flawlessly.
Accutics has led to better campaign tracking alignment across all stakeholders while ensuring smooth collaboration. Soon after implementation, they noticed the quick adoption rate amongst both commercial teams and media agencies.
“Accutics has given us more structure in how we track all our marketing campaigns. Everyone in our marketing team and our agency has access to Accutics and can create tracking codes for campaigns. The tracking structure is set up in Accutics, and everyone follows it, which means there is no room for errors when tracking campaigns. This gives us better data in Adobe Analytics and creates new reporting possibilities”, says Samantha.
It takes users minimum time and effort to follow the established structure. Powerful platform features such as presets and bulk uploads have made it possible to do more in less time. Admins like Samantha can immediately make changes to the structure by updating tracking parameters and grant instant access to media partners to enable immediate adoption and monitor performance.
Thanks to Accutics, both the marketing and analytics teams stopped struggling with performance analysis that is not actionable or entirely accurate.
Precise cross-channel insights have made it very quick and easy to create custom reports in Adobe Analytics. “If I’m looking at a banner that we’re running for display, then I would use the parameter ‘creative name’ created with Accutics. Now, I can just drop that in Adobe Analytics and create a report based on ‘creative name’. Or I can base it on campaign strategy, channel, or media”, says Samantha. For marketing channel reports, they create segments based on specific channels and, thanks to the cleaned campaign data from Accutics, the process doesn’t take very long.
Campaign data free of technical or human flaws has brought isolated views together and has given Widerøe more reporting possibilities. Campaign insights correctly grouped and readily-accessible in Adobe Analytics have made it possible to optimize quickly and show how marketing contributes to the bottom line at any time. As a result, Widerøe’s analysts and marketers can now take more empowered decisions that will propel their marketing into the future.
