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Our client, the UK’s leading Dining Club Card provider, operates multiple brands across different website domains. They wanted to implement Adobe Analytics across all of these brands in a way that would provide accurate and robust data for all their sites collectively, as well as enabling reporting views of individual brands.
Working alongside Joseph Gourvenec, Head of Marketing at the Dining Club Group, we configured an Adobe Analytics implementation for the client using latest best practices. To ensure any data captured is accurate and robust we worked with the DCG site developers to define a consistent data layer which could be implemented on each domain.
We also worked with their digital team to determine the tracking requirements for each website and defined a consistent analytics tracking specification to meet their business needs.
Finally, we implemented a single report suite in Adobe Analytics to collect consistent data across each of their brand websites. Taking advantage of Adobe’s “Virtual Report Suite” feature, we set up key dimensions to enable each different brand website to be clearly distinguished. This allowed us to setup virtual report suites for each brand website.
This new architecture has multiple advantages over the older techniques traditionally used in web analytics to track multiple websites for a single company: