Get ahead of 2023 customer experience trends with Web Analytics

26 Jan 2023

Just when it seemed like data analytics was tickety-boo, everything changed.

But every change brings opportunity.

Here at TAP CXM, our consultants are looking forward to a year of growth. 

Good customer experiences start with informed analytics

With a strong web analytics capability at the centre of a robust martech stack, you’re well-positioned in an increasingly competitive playing field. Web analytics should encompass all owned properties (websites, apps and landing pages), centralising insights in an accessible platform. Ultimately you’re looking for a “single customer view”. It’s the holy grail of customer experience management; delivering the right message in the right place at the right time, and doing it at scale. . 

Adobe Analytics is one of the leading enterprise web analytics solutions. It’s not a silver bullet, and it’s not the right answer for every brand – although we’re yet to see a better competitor.

As independent CXM consultants, we like Adobe Analytics but it would be irresponsible to suggest you rush out and buy a subscription tomorrow.

There’s work to do first.

Tech consultant worker smiling with png background

Need expert Adobe Analytics advice and support for your website?

The big changes affecting web analytics

Google Analytics 4 is here

Google will deprecate the current Universal Analytics platform in 2024. The company is encouraging users to establish GA4 properties now to collect enough data for a smooth changeover.

GA4 just about does the job for small brands and eCommerce businesses. But multinationals, brands with multiple properties, or platforms bringing in 1M+ monthly users will come up against the limitations of GA4 pretty quickly.

We typically recommend switching to Adobe Analytics over GA4 or the enterprise-level GA4 360, especially when the brand’s martech stack already has some Adobe tools.

Data privacy laws

We saw two significant changes in the data privacy landscape during 2022 that will almost certainly affect enterprise-scale web analytics.

  • EU-US Privacy Shield: Also called the Trans-Atlantic Data Privacy Framework, the cross-continental agreement allows EU citizens to pursue data privacy violations through a newly established Data Protection Review Court.
  • Digital Services Act: Introduced in April 2022 and enforced from November, the DSA introduced safeguards against illegal selling, plus protection for minors against targeted advertising, transparency obligation, and a ban on dark patterns.

In addition, at least five US states will start enforcing new CCPA regulations in 2023.

What you need to consider when choosing a data analytics tool in 2023

The start of a new year is a common time for licence renewals, budget refreshes, and customer experience strategy overhauls.If one of your resolutions is upgrading web analytics capabilities, consider the bigger picture before homing in on details like features and pricing. These five factors will put your martech investment in perspective.

You can also use TAP’s martech self-assessment tool to determine your business’ readiness to buy.

1. Get strategic about data privacy

Data privacy laws are changing, but they mainly affect third-party data. Look at the changes as an opportunity. 

By using Adobe Analytics to access first-party data, you can reduce reliance on third-party data without much friction. This not only helps with compliance, but can also enhance the customer experience by delivering the personalisation audiences expect

2. Understand your user journeys

The traditional marketing funnel is dead. Sorry if that’s upsetting news. 

Users are increasingly engaging on multiple touchpoints and embarking on non-linear decision journeys. Being able to engage them at the right time with the right content on the right channel is the key to conversions.

Adobe Analytics helps to contextualise customer journeys, so you can create and deliver content that resonates. 

Don't know where to start with user journeys? We're seasoned experts

3. Embrace data democratisation

For account-based marketing to run smoothly, sales and marketing teams need to work together. Strategies need to be aligned. Data needs to be available to anyone who needs it.

Internal consultation is crucial to making a smart martech investment. Don’t assume that everyone is already on the same page; spend time understanding the needs of different teams within your organisation before committing to a tech stack. 

4. Communicating with audiences of one

Personalisation at scale is the new normal for digital marketing. Personalisation remains a priority whether you’re implementing an account-based marketing strategy or targeting eCommerce buyers.

Good quality data is the key to personalisation. Ensure your martech stack can collect, analyse, and act on the relevant data to deliver actionable insight. 

5. Focusing on revenue, not costs

Marketing budgets will always be a hotly contested issue. It’s time to change the conversation. Position marketing as a revenue generator, not a cost centre.

Adobe Analytics enables this paradigm shift with features like attribution modelling, predictive analytics, and life-cycle insights that demonstrate marketing’s contribution to revenue.

Pause here 

The key message is not to buy Adobe Analytics. Rather, it’s to reconsider how your strategy, team structure, and campaign management processes will fare in the new internet age. 

In other words, get your house in order before investing in new technology. 

If you need any assistance, TAP CXM are seasoned experts Get in touch with us to start a conversation. We’re always a step ahead when it comes to digital analytics and helping our clients excel in an ever-changing world.


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