Optimized tracking of the customer journey
More efficiency for Metrohm through targeted analysis with Adobe Analytics
Together with valantic, Metrohm AG optimized its tracking activities with Adobe Analytics. As a result, the company wanted more efficiency in the use of the software, such as a more targeted analysis of user interactions and better reporting quality. Thanks to a quick start and thorough analysis, the initial optimizations were implemented in a short amount of time. Building on this foundation, the collaboration was strengthened through ongoing consulting, workshops, and strategic development to ensure long-term success.
Metrohm AG
The company
Metrohm AG, based in Herisau (Switzerland), was founded in 1943 and is one of the world’s leading manufacturers of high-precision instruments for laboratory and process analysis. The company operates internationally in over 80 countries with subsidiaries and numerous sales partners. The Metrohm Group also includes Metrohm Process Analytics, Metrohm Spectro and Metrohm Autolab. These specialized companies focus on the production of online analyzers, Raman spectrometers and instruments for electrochemical research.
The challenge
In the course of another optimization project with Swiss valantic colleagues, Metrohm AG decided to overhaul the Adobe Analytics software it was already using. The aim was to use the software more efficiently.
Consulting approach
At the beginning of the project, our valantic team conducted a comprehensive analysis to assess the current state and identify optimization potential. This was then compared with the requirements of the Metrohm team.
Customer benefits and solution
Many goals were achieved by managing the Adobe Analytics account:
- Increase in reporting quality
- Refinement of the target vision for tracking and analysis objectives
- Increased efficiency and transfer of know-how
Further advice on the use of Adobe Target, AI for automated tracking processes or server-side tracking.
The challenge
In collaboration with our colleagues at valantic Switzerland, Metrohm AG has launched a Pimcore project to optimize its data management. In this context, the company also wanted to revise the Adobe Analytics software it was already using with the aim of using it more efficiently.
The focus was on more targeted tracking and evaluation of user interactions on the Metrohm websites.
The solution
At the start of the project, our valantic team carried out a comprehensive analysis to evaluate the current status and identify optimization potential. The current state was compared with the requirements of the Metrohm team. To ensure an efficient project launch, our experts implemented the initial optimization measures within a short time frame:
- Optimization of channel reporting: professionalization was achieved by cleaning up the incorrectly set up reporting suite – including adapting the marketing channel processing rules to identify and classify traffic and setting up paid search detection.
- Filtering unwanted Chinese interactions: Their tracking was specifically excluded from the international reporting dashboards.
- Recording of live-generated pdf files: These are now tracked via Link Click Event and validated by a real-time report.
- Optimized analysis of marketing channels: Achievement of meaningful tracking of marketing channels in Adobe Analytics.
Optimization process
With the “Smart Start” package, the valantic team was able to prove that valuable optimizations are possible within a very short time and that the cooperation with Metrohm works very well and efficiently. After this successful start, the consulting and implementation work in the area of Adobe Analytics was expanded to include the following:
- Monthly improvements in Adobe Analytics and the Adobe Data Collection
- Permanent consulting contingent to help the Metrohm team with urgent questions
- Working with an Adobe Experience Manager developer to customize the data layers
- Conducting target and KPI workshops to strategically develop tracking further
- Definition and prioritization of tracking measures based on the results of the workshops
