From 4% to 70% identified: unlocking the digital view for a top UK travel & insurance brand
4% → 70%
Visitor identification rate
Two domains
Connected
Years of data
Recovered to SCV
The challengeA top UK insurer's lifestyle media site sat on a separate domain, leaving digital data disconnected from its core customer records.
Service lines
Digital DataData Engineering
The outcomeVisitor identification leapt from 4% to over 70%; historic data recovered into the SCV for activation in targeted campaigns.
Client Situation
- Our client had launched a new media site to engage prospects and customers in lifestyle content to drive brand affinity and improve customer data and understanding.
- The new site had been set up on a different top-level domain and primarily used GA4 for digital data collection (vs Adobe Analytics for the main site digital data collection).
- The client was experiencing challenges in joining digital data with its core customer data.
Our Contribution
- Identified a series of configuration issues, which were rapidly deployed in conjunction with the internal developer team to address the core issue.
- Deployed Adobe Analytics core site tag on the media site.
- Fixed the configuration of the collection of the CRM identifier in the Adobe Analytics implementation.
- Drove compliance of customer identifiers being included in email newsletter links.
- Designed solution to process historic GA4 data (including some customer identifiers) and connect into the core data set.
- Defined roadmap of incremental improvements to feed into BAU maintenance delivery.
Results
- Identification of visitors increased from 4% to over 70%.
- Historic data made available in Single Customer View for marketing activation in targeted campaigns and core site personalisation.
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Thanks to the team's expertise, our visitor identification leapt up.Marketing Director