ID Resolution for a large UK insurance & travel provider
Client Situation
Large UK insurance provider 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.
Loop Contribution
Following a short diagnostic Loop Horizon identified a series of configuration issues, which were rapidly deployed in conjunction with the internal developer team to address the core issue
Deployment of Adobe Analytics core site tag on the Media site
Fix of the configuration of the collection of the CRM identifier in the Adobe Analytics implementation
Driving compliance of customer identifiers being included in email newsletter links
Design of solution to process historic GA4 data (which did include some customer identifiers) and connect into the core data set
Define roadmap of incremental improvements to feed into BAU maintenance delivery
Client Results
Identification of visitors increased from 4% to >70%
Historic data made available in Single Customer View for Marketing activation in targeted campaigns and core site personalisation
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