Adobe Analytics

This is interesting because it highly depends on the user. Our organization has a dedicated measurement operations team that supports how data is collected. This includes which metrics and user events get pushed to which variable and how those interact with privacy policies. The team also works directly with website engineers to assist with data layers, JavaScript and tag management deploys. Our business intelligence team creates data segments and reports based on visitor marketing/acquisition channels, device type and other user factors. This team is instrumental for assisting various audience acquisition groups (social media and SEO teams) as well as marketing and C-level executives.

We have some skilled analytics folks that help to build specific dashboards and run more complex analytical equations through the Adobe Analytics system.

Very strong understanding on Adobe Tagging would be required to support Adobe Analytics. Also it would require strong cross-functional collaboration skills between IT and business. Usually people with IT backgrounds are performing well on this job.

This is supported through our internal IT organization as a level one support. Level two is escalated to our off-shore development partners who will investigate, develop and implement any defect remediation or new enhancements to our Adobe Analytics implementation.

We have one primary data analyst who oversees our Adobe Analytics implementation, along with support from a project manager and several other data scientists. The skills required include strong analytical skills, data insight, writing queries and expressions, creating and implementing tracking codes, creating report suites and executing reports, product management skills, and things like dynamic tag management, UTM, etc.

Everyone who is a part of our marketing team are trained from day 1 to be able to support our clients using Adobe Analytics. They deal with everything from a basic tracking standpoint all the way through to being able to creating specific journeys and working with better attribution than most people are typically used to.

Familiarity with analytics and data science processes, at least basic knowledge of website development process and technologies, fluency in JavaScript, HTML, CSS. Ability to influence without direct authority, interpersonal skills, change management, project management skills.

We have two true members of in-house support for Adobe Analytics on an on-going basis to make sure there isn't a lag in our business processes if one of them is out of the office or if a large project comes in and both hands are needed to quickly complete the work.

Adobe analytics has a lot of features, in order to learn how to utilize all its feature, an intensive training is required. The marketing director in our institution is the one who is taking care for teaching all the important aspect of adobe analytics in all the departments.

Data Analyst, Senior Analyst and Data Scientist. Data Analyst needs to know how to use and query the data. Senior Analyst needs to know the structure of the website and how to pixel the pages to track the desired metrics.

I am not totally certain, but we may actually have a few others who support in this area as well, but I would think of one specific individual who is involved in all things Adobe Analytics support; to me, this would include a few different areas, including implementation, access, training, bugs and downtime, etc.

Data Analysts and Business Strategists

We have two full time admins for Adobe Analytics. In addition to this we are working with an agency to help further develop our Analytics program as we are expanding technology on our website

We have 1 analyst who will work with us once a week in office. She provides a lot of insight on segmenting the data as needed. Our analyst is also familiar with implementation, which is a valuable resource when we need a new variable or value added to tracking.

Having good solid javascript skills is important. Having worked on a couple of implementations with the marketing team, they have unavoidable learned basic javascript terms and concepts. Since the implementation is done in javascript, knowing how variables and eVars are being set and how ajax works is advantageous. Also knowing how a DTM works is also important if your implementation uses a dynamic tag manager.

The person supporting this platform needs to have indepth knowledge about the platform, the tools and best practices for measurement. If you have customizations, you will need extensive javascript/jquery knowledge. You may require IT support to update customized javascript files.

They belong to our eBusiness team and are charged with managing our public facing websites.

Currently just me, but in the very near future we are looking to build a more robust analytics group that will be responsible for the software and others like it.

Our in-house support is broken down into 2 divisions and we run a lot of campaigns so your situation will possibly be different;

• Web Analytics and Reporting - this comprises of 3 people and they work on ad hoc analysis/report requests, managing the classification/rule builder, training, campaign tracking.
• Technical Analytics - this comprises of 2 people and they work on all technical aspects of our analytics. We have new assets that need implementations across web and mobile. These guys are power users of ATM as we migrate to DTM there may be less dependency on code changes.

Front-end web developers

Normally Adobe SiteCatalyst is supported by one product owner and one or more developers. The product owner manages the relationship with Adobe, understands the product, may do in-house training, etc. Developers are responsible for writing the code required to capture the desired data in SiteCatalyst variables.