How TV2 got a unified view of its customer journey
As part of its work to optimize the user experience in its digital universe, TV2, Denmark’s largest TV channel, had introduced a number of specialized tools and systems over the years. These tools and systems delivered new insights into user behaviour – but also created an increasing fragmentation, making it difficult to get an overall view of TV2’s services across platforms. The analysis set-up was getting in the way of TV2’s efforts to bring its digital business forward.
Measure user journeys
To help TV2 out, eCapacity designed a solution to measure user journeys via Adobe Analytics across all TV2 domains, platforms and content, including auditing and updating existing Adobe Analytics & Adobe HeartBeat implementation.
The process included several stakeholder interviews with editorial staff, analytics functions, IT and commercial divisions. These inputs were combined with a technical audit of the existing solution and eCapacity’s extensive knowledge of the Adobe platform.
After having created the data architecture documentation outlining the solution, eCapacity created the roadmap for TV2 IT development to succeed with the implementation across all domains and platforms over a 6-month period.
Insights for the entirety of platforms
As a result, TV2 is now able to derive insights on users, content consumption and site interaction for all of their platforms – from web, mobile, apps to Smart TVs. And a structure is in place to help TV2 achieve its business goals, with targeted and personalized customer experiences to enhance relevance and experience when engaging with TV 2 on digital media.
“eCapacity has handled the process of running our Adobe Analytics project in an extremely professional manner,” says Mette Lehrmann, Head of Research at TV2. “They have paid close attention to our needs and wants while demonstrating a deeply-rooted knowledge of the Adobe Marketing Cloud. eCapacity has proven to be a valuable partner for both strategic feedback and complex data architecture and implementation.”
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