Our client was facing issues with hundreds of defects going into production and as we stepped in, we aimed to reduce those defects by taking control of the Omniture data governance process end to end, which not only helped Bell reduce defects but also made their analytics implementation future-proof.
Inconsistent Tagging was a major challenge as Bell owns three native apps (My Bell, Lucky and Virgin), and inconsistent analytics tagging implementation was found between the apps. There was also a lack of documentation; we found that critical documents were not well organized, like technical specifications, BRD (Business Requirements Document) and SDR (Solution Design Reference). These documents act as a backbone for any analytics implementation. Another issue faced was the gap in technical knowledge; as per Analytics standards, QA wasn’t performed completely, due to which defects were rolling into production.
The solution to closing the gap of inconsistent tagging between apps was by reviewing the Implementation Guide (IG), making sure IG creators are following Bell’s standards and tags are consistent with historical data. This allows us to have easy reporting at the Omniture and BI level. Critical documentation was carried out, like SDR on the confluence page, so that the mapping of variables can be referred to by anyone in the organizations and provide them insights on the description of the variables and what values to expect in the same. This helps make strategizing analytics for projects easier in advance. Since Adobe Analytics is the source of truth for other data sources, an extra layer of validation was added at QA level to check if Omniture has received the data as expected, whereas before it was only validated via Charles logs, and Omniture reports were ignored.
Consistent Tagging was achieved as a result of our solution. We also significantly reduced the number of defects rolling into production, and our solutions for proper documentation and easy reporting ensured that critical documents were organized and easily accessible. The overall analytics delivery process was streamlined.